No one should be lonely at Christmas and Aldi’s heroine is making sure she is surrounded by people – with a magical Aldi Christmas ham that just keeps growing no matter how many times it is sliced. Of course, it’s a metaphor for the spirit of generosity and friendship that Christmas fosters as well as demonstrating the practical advantages of a Christmas ham. There’s also a lovely back story of old lady rivalry, to enrich the film with human humour.
The campaign film by BMF aims to link Aldi to the Australian spirit of sharing the festive cheer with everyone around you.
“Christmas is the time of year that Australians want to spoil their families, however there can be a misconception that to get the best quality Christmas feast, presents and experience, you need to spend big. The never-ending ham in our 2019 Christmas campaign is a sentiment to the value you can get at Aldi,” noted Mark Richardson, marketing director at Aldi Australia.
Creative Directors Dantie van der Merwe and David Fraser, stated, “Ham is often the main event at Christmas lunch. And, in the week after, every time you open the fridge there seems to be ham leftovers staring back at you. A pork prodigy felt like the right blend of truth and fiction for this year’s More the Merrier Christmas story.”
Aisling Colley, BMF group account director, added, “Our long-standing creative platform, The More the Merrier, is the perfect expression of generosity at Christmas, and enables us to show Aussies they don’t have to compromise at this time of year. It perfectly captures the Australian spirit (and the effect of a magical ham), whilst demonstrating Aldi’s promise to Aussies at this festive time of year – a surprising range of exceptional products, at the lowest possible prices.”
The campaign launched on Sunday, with the hero brand film running on TV and longer formats running online, supported by radio, OOH, catalogue, in-store POS, website and social.
The campaign will also live across a series of retail Christmas ads showcasing Aldi’s great prices.
Credits
Creative Agency: BMF
Executive Creative Director: Alex Derwin
Creative Directors: David Fraser & Dantie Van Der Merwe
Art Director: Sammy Hall
Copywriter: Stephanie Allen
Executive Planning Director: Christina Aventi
Group Strategy Director: Kinga Papp
Planner: Kellie Box
Managing Director: Steve McArdle
General Manager: Paul Coles
Group Account Director: Aisling Colley
Senior Account Manager: James Arnold
Account Executive: Maddison Bailey
Agency Producer (Head of TV): Jenny Lee-Archer
Art Buyer: Basir Salleh
Production Company: Goodoil Films
Director: Hamish Rothwell
Executive Producer: Juliet Bishop
Producer: Andrew McLean
DOP: Marty Williams
Editor: Pete Scibberas @ ARC Edit
Post Production: Alt.VFX
Production Design: Guy Treadgold
Sound: Rumble Studios
Music: Elliott Wheeler @ Turning Studios
Composers: Elliott Wheeler, Jamieson Shaw @ Hamish Rothwell
Photographer: Peter Whyte
Illustration: Evie Hilliar
Retouching: Rhiannon Jansma
