Aldi’s year-long quirky humour reaches a hilarious crescendo in its Christmas campaign by BMF. When told by grandma that Christmas is “keeping it small” the millennials of the family decide to go a little extra in their preparations. Asked to bring the turkey and a gravy boat, they build a boat-sized boat…and then comes the humour climax. The campaign encourages Australians to “push out the gravy (boat) this year” (yes, Aldi’s puns are famous in Aus) because they can Go A Little Extra without spending more.

Watch:

Jenny Melhuish, marketing director, ALDI Australia, stated, “Every Christmas, even those of us who plan to keep it low key can’t help but splash out on little indulgences, festive flair, and the finishing touches that make Christmas feel like Christmas. It’s the time of year when everyone ups their game, and ALDI is no exception.”

From Thursday November 14, ALDI Australia will also launch the ultimate Christmas recipe generator, the Festive Extra-nator to help Aussies prepare for the big day. The Festive Extra-nator will feature over 30 recipes that will let shoppers dial up or down the extra-ness of their feasts. The generator will be housed on the ALDI website, meaning keen Aussies won’t have to look too hard for their dose of extra this holiday period. 

David Fraser, co-ECD, BMF, commented, “Christmas plans tend to escalate pretty quickly. So, it’s great that ALDI is making sure everyone can still bring something extra to the table this year, whether it’s a big ol’ turkey or just a little gravy boat.”

The full campaign will cover TV, cinema, radio, OOH, social, owned channels, and earned media…including 15-second retail spots:

Credits:
Client: ALDI Australia
Creative Agency: BMF
Content Production: Bantam Productions
Production Company: Good Oil
Director: Hamish Rothwell

Editor: Lucas Baynes @ ARC
Post Production: Blockhead VFX
Sound Production: Rumble Studios
Music Supervision: Level Two
Photographer Hellene Algie Retoucher: Electric Art
Digital Build: Nakatomi
Media Agency: Zenith Media
PR Agency: Ogilvy PR