Aldi is first up the aisle in the supermarket stakes Down Under when it comes to releasing its Christmas adverts for 2016.
This year's Christmas campaign features the Tinkletons – a family of super enthusiastic Americans who are convinced that their Christmas is better than ours. And they have come to Australia to prove it.
Not only are the Tinkletons up against the perfect Aussie weather, backyard barbies and days at the beach, they’re also battling Aldi's luxury range of delicious tiger prawns, garlic butter lobster tails, half leg hams, fudge and much, much more.
The campaign, via creative shop BMF, has launched with a combination of long form and series of retail TV ads and is supported by social content, print, radio, display advertising, OOH, POS and Aldi catalogues.
BMF managing director Steve McArdle says when the team presented an idea for Christmas (in April) that was best described as Glee meets The Griswalds, yet unmistakably 'Aldi', he thought Christmas had come early.
“Our thanks to the client, yet again, for demanding something that nobody else would make,” McArdle says.
The brand says every December, Aussies are force-fed cheesy American white Christmas movies; they sing carols about sleigh-bells and snow and don Santa’s red jacket, white beard and big black boots, even though the mercury is sliding up to 40 degrees. And if that’s not enough, people from the North who have settled in Australia, constantly whinge that Christmas Down Under doesn’t feel like ‘real’ Christmas. Bah Humbug.
BMF creative director Alex Derwin says: “To an outsider, an Aussie Christmas feels weird and wrong, but when you get used to the sunburn and speedos you realise just how special it is. It’s an insight we’ve used before, but this year we’ve put it on steroids. The Tinkletons are a device that allow us to show the ‘Perfect Aussie Christmas’ through a new lens. An all-singing and dancing, theatrical new lens.”
You can also check out the radio spot below:
Aldi marketing director Sam Viney says: “By offering quality Christmas products such as prawns, hams and pavlovas, at prices that everyone can afford, Aldi is uniquely placed to celebrate everything that's great about Australian Christmas. And what better way to dramatise this by throwing a fish-out-of-water Northern Hemisphere family into the mix… If they can be converted, who can argue with the fact that ‘Nothing beats the perfect Aussie Christmas’?”
Aldi's media account currently sits with Maxus, but is set to move to Zenith.
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