ALDI Christmas is 'Overcooked Generosity’ via BMF

14 November 2022

Creative Agency: BMF
Media Agency: Zenith

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Mark Richardson: "ALDI plays a unique role in helping people Overcook their Christmas, without overcooking their budget."

ALDI Australia is encouraging Australians to go all-out this festive season and feed the spirit of generosity.

‘Overcooked Generosity’ forms the second installation of ALDI Australia’s ‘You Can’t Overcook Christmas’ campaign, which launched last year to celebrate the unbridled joy of Christmas.

The campaign is calling for Australians to be excited for a main event with all the trimmings and add those extra touches to the decorations - because at ALDI, Australians can afford to give big this Christmas.

ALDI worked with key agency partners BMF, Zenith Media and Ogilvy PR to bring the campaign to market

Mark Richardson, marketing director at ALDI Australia, said: “At a time when Aussies will be auditing their festive plans to balance the Christmas they want, with the Christmas they can afford, ALDI plays a unique role in helping people Overcook their Christmas, without overcooking their budget.

"Aussies can have the Christmas they want while saving the money they need and not compromising on quality. Because at ALDI Christmas is about more than just savings, it’s about getting more for your money."

Creative director at BMF, David Fraser, said: “Overcooking such a simple truth felt like it would strike a chord with Aussies. And hopefully ALDI can help families have one less argument this year."

The integrated campaign will roll out across key media channels including TV, outdoor, radio, digital, social, PR, catalogue, owned website, EDM, media partnerships, and POS.


Creative Agency: BMF

Creative Team: Alex Derwin, David Fraser, Dantie Van Der Merwe, Josie Fox, Harry Stanford, Angel McMullan and Erica Mallett

Design Team: Lincoln Grice, Fiona McCleod, Alex Kidd, Yoon Park and Holly Jones

Planning Team: Christina Aventi, Anna Bollinger, Josef Wimberger

Account Service: Stephen McArdle, Aisling Colley, Rebekah O’Grady, Flora Fraser, and Kristen Henry

TV Production: Jenny Lee-Archer

Print Production: Basir Salleh, Karen Liddle, Julie Sorrell, Lauren Swaab and Simone Plaza

Finished Artist: Adrian Jobse, Amanda Perkin and Romi Carrera

Creative Traffic: Clare Yardley and Chris Burchett

 Film Production:

Director: Hamish Rothwell

Production Company: Goodoil

Executive Producer: Juliet Bishop

Producer: Tracy-Lee Permall

DOP: Germain McMicking

Editor: Lucas Baynes and Phoebe Taylor – Arc Edit

Post Production: Blockhead

Sound House: Rumble Studios

Sound Designer: Tone Aston

Executive Producer: Michael Gie

Music: ‘It’s beginning to look a lot like Christmas’ performed by Perry Como

Music Supervisors: Level Two Music

Publisher: Kobalt Music Publishing

Label: Sony Music Entertainment

 Brand OOH

Production Company: Louis & Co
Photographer: Mat Baker
Producer: Louis Molines & Camilla Carey
Retoucher: Carl Baker

Retail OOH, Content and Social Production

Production company: Bantam Productions

Content Team: Nico Engelbrecht and Holly Whiteley

Photographer: Gavin Johns

Producer: Jasmin Connor

Retouchers: Kate Field, Rebecca Xu, Angus Whalan, Chris Moore and Jeni Rohwer

Animation: Max Lu


 Media Agency: Zenith

Strategy & Planning Team: Sarah Heitkamp and Ryan Varley

Account Service: Katharine Titley, Joanna Szkurat, Alex Huxley and Emma Welch

 PR Agency: Ogilvy PR

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