BMF’s very good and exceptionally different way of presenting Aldi Australia continues with a new campaign relaunching the supermarket’s Special Buys platform. The campaign, Special you can Buy highlights Special Buys’ surprisingly good quality at unbeatable prices by juxtaposing it with humans’ other wonders, such as being “formed from the ashes of six million stars”.

The campaign features a hero brand spot supported by individual Special Buys commercials, including state-of-the-art washing machines, luxurious bed linen, and barista quality coffee machines, all at the lowest prices.

Dantie van der Merwe, Creative Director at BMF, stated, “Not everyone gets to experience a grandiose life-changing event every week, but we wanted to show that with Aldi, Special is a thing you can buy. We sought to tell Aussie shoppers that they’re not just buying a product, they’re buying an idea, the start of an experience, and all the potential that comes with that.”

Says Mark Richardson, marketing director at ALDI Australia: “Our buyers work incredibly hard to ensure our Special Buys deliver great quality at unbeatable prices. The marketing challenge was to bring that proposition to life succinctly. The new Special you can Buy platform will work across all touch points to reinforce what our middle aisle has to offer and encourage customers to get back into a store to experience it for themselves.”

The campaign is running across TV, radio, OOH, social, digital, website, POS and catalogue and will be carried over into 2023.

Credits

Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Directors: David Fraser & Dantie Van Der Merwe
Art Directors/Copywriters: Emily Field and Kiah Nicholas
Head of Art & Design: Lincoln Grice
Designer: Matthew Hughes
Chief Strategy Officer: Christina Aventi
Head of Planning: Anna Bollinger
Chief Executive Officer: Stephen McArdle
Group Account Director: Alice Tschuchnigg
Senior Account Director: Hayley Basham
Account Director: Georgia Moulis
Account Manager: Francesca Di Stefano
Head of TV: Jenny Lee-Archer
Agency Producer: Esta Lau

Art Buyer & Production Director: Julie Sorrell
Integrated & Digital Producer: Lauren Swaab
Front-end Developers: Amanda Perkins & Romina Carrera
Finished Artist: Adrian Jobse 
Creative Services Director: Chris Burchett

Production Company: Finch
Director: Christopher Riggert
Producer: Nick Simkins
Editing: The Editors  
Editor: Stewart Reeves
Post Production: Alt VFX  
Sound Production: Rumble
Music: Ballad