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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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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