Aldi encourages Australia to let loose this Christmas in its campaign by BMF – because with Aldi’s prices you can.

ALDI Australia marketing director Jenny Melhuish, explained that Aldi is making it, “easier than ever for Aussies to surrender to temptation. Forget the formalities and embrace their festive freedom, without feeling like they are compromising.”

That freedom includes sneaking a slice or two of panettone and getting into your comfy pants.

The hero commercial is supported by a series of shorter product specific spots:

The campaign connects thematically to Aldi’s Christmas campaign last year, Go A Little Extra, although this year there isn’t a giant gravy boat bringing the goodies. This year has been tougher. This tear’s campaign is a more direct, more literal call to indulge.

“This year’s campaign is all about saying yes to the good stuff. Saying yes, without hesitation, to that extra serving of Christmas ham, another spoonful of pudding and really indulging in all the special touches that make Christmas magical. Because with ALDI, you can go all in without holding back,” Melhuish added.

BMF executive creative director, David Fraser, commented, “The rules get a little looser around Christmas time. And it’s great that ALDI still makes sure everybody can stretch their pants, not their budget.”

The full campaign was created by BMF with Zenith Media Australia, Digitas Australia, and Ogilvy PR, and will run across TV, OLV, BVOD, social, radio, partnerships, owned channels (catalogue, website, eDMs, in-store POS), OOH, as well as special formats such as the Glebe Silo.

Credits
Creative Agency: BMF
Director: Hamish Rothwell

Production Company: Good Oil
Executive Producers: Sam Long & Juliet Bishop
Producer: Tracey-Lee Permall
DOP: Crighton Bone
Post Production: Blockhead
Editor: Lucas Baynes @ Arc
Sound Production: Tone Ashton @ Rumble
Music Supervisor: Level 2
Media Agency: Zenith Media Australia
Digital Agency: Digitas Australia
PR Agency: Ogilvy PR

Where Aldi’s Christmas theme began: