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Aldi doubles down on quality in new campaign via BMF

Aldi has launched a new campaign via BMF reminding Aussies of its basic proposition – high-quality products at low prices.

The campaign playfully mimics a search party, opening up on a tense briefing between a search leader and his volunteers in remote bushland.

Starting as what is expected to be a lengthy search mission, it is quickly called off as a volunteer finds what they’re looking for – a bag full of Aldi products, proving that “quality is easy to find at Aldi” since that’s “all Aldi stocks”.

“We have all experienced the choice fatigue when searching supermarket shelves to find the perfect product,” Jenny Melhuish, marketing director at Aldi Australia, told Mumbrella. “At ALDI, this pain point doesn’t exist because all we stock is quality items, the only decision you have to make is if you can carry the pilates machine and your hommus.”

She told Mumbrella this truth is the premise behind the campaign: “The search is officially over as high quality items and everyday low prices are at the heart of our product offering and as of today, customers can plan their shop by jumping online and visiting our website that has had a glow up before they check out in store.”

BMF’s executive creative director, David Fraser, said in the release: “Nobody wants to spend more time scouring supermarket shelves, comparing labels, and questioning their hommus choices. So ALDI keeps it simple and only stocks the very best.”

The campaign is live across TV, radio, cinema, OOH, social, owned channels, and PR, in partnership with Zenith media and Ogilvy PR.

Credits:

Client: ALDI Australia

Creative Agency: BMF

Production Company: Revolver

Director: Steve Rogers

Music and Sound House: Rumble Studios

Editor: Bernard Garry

Post Production: The Editors & Blockhead

Media Agency: Zenith Media

PR Agency: Ogilvy PR

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