ALDI says there’s nothing wrong with being extra this Christmas, via BMF campaign

November 11, 2024 9:07

This is part of Mumbrella’s 2024 Christmas campaign coverage. Click here to see other articles in the series.

ALDI Australia wants Aussie Christmas goers to go over the top without destroying their budgets this holiday season, via a campaign from BMF.

The supermarket chain’s ‘Go a Little Extra’ campaign features a 60-second hero film with an overzealous couple who answer a Christmas lunch request to “just bring a turkey and maybe a gravy boat” by designing and building a boat-sized gravy boat and sailing it to the gathering.

There are two other spots, both 15-seconds long. One centres on a woman who drags a simple champagne popping “ooh” longer than necessary, and the other focuses on a man who wants a sizeable portion of panettone – not just a sliver.

“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,” ALDI Australia’s marketing director, Jenny Melhuish, said.

“It’s the time of year when everyone ups their game, and ALDI is no exception.”

The integrated platform was developed through a partnership between BMF, Ogilvy PR and Zenith Media.

It’s expected to launch across earned media, owned, out-of-home, cinema, social, TV and radio channels.

‘Go a Little Extra’ coincides with the supermarket’s official release of its Christmas recipe generator on November 14, 2024. A tool boasting more than 30 custom recipes, the ‘Festive Extra-nator‘ is intended to help Christmas shoppers drive up or down their holiday meals’ “extraness”.

It will be available through ALDI’s website.

“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,” added BMF’s co-executive creative director, David Fraser.

The supermarket’s latest holiday campaign arrives more than one month after Choice – the consumer advocate group – placed ALDI at the top of its quarterly supermarket price check, finding that it boasts the cheapest prices amongst Australian supermarkets.

‘Go a Little Extra’ – Panettone spot

‘Go a Little Extra’ – Champagne spot

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