BMF Australia has won AdNews Ad Campaign of the Year, sponsored by Quantcast, for ALDI Australia, You Can't Overcook Christmas.
BMF was up against Howatson+Company, for Matilda Bay Brewery, Rejected Ales; Special Australia, for Uber Eats, Grey Wiggle; Host/Havas, for The Australian Federal Police, Crime Interrupted; The Monkeys, part of Accenture Song, for Meat & Livestock Australia, The Lost Country of the Pacific.
Judges said: “Push the gravy boat out. Go bonkers without breaking the budget. Building on ALDI’s value platform and encouraging Australians, after the restrictions of the past year, to break out and reconnect post-COVID. A campaign, giving ALDI Australia differentiation in the market, with strong results.”
In its submission BMF said: “It’s easy to talk yourself out of trying something a bit different at Christmas. A bit new, or surprising. A bit bonkers. So instead of trying to find space in the heartfelt “togetherness” version of Christmas Coles and Woolworths were pushing, we made a decision to lean into our differences and turn them from a perceived weakness into a strength, showing Aussies that ALDI’s touch of unexpectedness is exactly what they need to take their Christmas to the next level.
“Our solution: give Aussies permission to break free and go the full Christmas (without breaking their budget), because You Can’t Overcook Christmas.
“We enlisted the help of Darude and overcooked his Sandstorm anthem. Added as much neon, lasers, sherry, and fire as legally possible, then blasted this across every screen and airwave to set the mood.
“From a hero brand film showing Aussies letting loose with a giant prawn finale, to bespoke retail edits with food products that piled on more party vibes. From over-the-top OOH to digital assets dialled up to 11, and a major Tik Tok campaign that got Aussies to show us how they were living our overcooked Christmas message. Every element of our campaign was filled to the brim with the spirit of You Can’t Overcook Christmas.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.