Aldi Australia embraces zen of low prices in new BMF campaign
BMF's latest work for Aldi Australia
Aldi Australia has launched a new campaign using a mystical figure whispering in shoppers’ ears to remind them of the German retailer’s low prices.
The newly released television campaign features a shopper using a price comparison app while walking through store aisles, before being interrupted by a calm, guru-like presence questioning the need to keep checking prices.
The guru figure leans in to reassure the shopper: “They’re Aldi prices. You don’t have to check that,” as a calming, meditative hum of “Aldi” closes the ad.
Created by BMF, the “Aldi Prices” campaign sits under the supermarket’s long-term brand platform “Good Different” and will roll out across TV, online video, BVOD, social, radio, PR, as well as the supermarket’s own channels.
BMF managing director Aisling Colley said in a press release statement: “Low prices have always underpinned our work for Aldi. But this year, we’re elevating price leadership from being a supporting message to the organising principle, making ALDI Prices the backbone of everything we do. It’s not a pivot; it’s proof of the strength and longevity of Good Different.”
In the same release, Jenny Melhuish, Marketing Director at Aldi Australia, said the brand’s price is not “a number on a shelf” but a promise of “uncompromising value at the checkout every single time” customers shop with them.
The latest campaign follows ALDI Australia’s Christmas platform, “Go On, It’s Christmas”, which similarly leans into affordability as a driver of festive indulgence.
However, the campaign lands at a time of potential transition, with Campaign UK reporting that the retailer has recently launched a global creative pitch spanning 10 markets, including Australia. The publication noted that Aldi Australia’s parent, Aldi South Group, is understood to be seeking a new network partner.
Client: Aldi Australia
Creative Agency: BMF
Media Agency: Zenith
PR Agency: Ogilvy PR
Digital agency: Digitas
Production Company (Film): Revolver
Director: Andreas Nilsson
Production Company (Stills): Artboxblack
Photographer: Jo Duck
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