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Aldi
Making ALDI the Champion of the Perfect Aussie Christmas

RAN IN: Australia

CLIENT
Aldi

Sam Viney, Marketing Director
Desiree Chatfield, Market Research Analyst

AGENCY
BMF *Lead Agency

Ali Tilling, Head of Planning / Author
Christina Aventi, Executive Planning Director
Hugh Munro, Head of Planning


Maxus Media *Lead Agency


Creation


SUMMARY

A festive tale of Yanks in ugly jumpers; of yuletide chaos and calm, and of how a German discounter made Australians proud of our Christmas.
ALDI was missing out on its share of the Christmas retail pudding. Its discount supermarket positioning was less relevant at a time of premium indulgence.
Insight into our unique festive season, mixed with our irreverent tone, made ALDI the champion of the Perfect Aussie Christmas. Across three years, our blend of brand and retail communications delivered a phenomenal success across all metrics, and a partridge in a pear tree…

CASE STUDY

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CASE VIDEO


Additional Materials:

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Classification: National

Language: English