BMF has been named the AdNews Agency of the Year, topping the awards for 2022.
The agency, part of marketing, technology and communications group Enero, also won Creative Agency of the Year and Ad Campaign of the Year.
The judges: “A great spread of clients and the creative work to go with it. An agency of strong values: Cheeky, Gutsy, Humble. High staff retention, a RAP (Reconciliation Action Plan) Plan, learning and development. Highlighted campaign: You Can't Overcook Christmas (ALDI). Encouraging Australians to break out of the confines of the year and go big.”
For the Ad Campaign of the Year, the 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.”
BMF on its campaign for ALDI: “Millions of Aussies expected Christmas to be more stressful than ever - everything had to be perfect to make up for a rough year. So instead of trying to find space in the 'togetherness' version of Christmas that Coles and Woolworths were pushing, we decided to lean into our ‘difference’, and make ALDI’s touch of unexpectedness the secret ingredient – and exactly what people needed to take Christmas to the next level. Our solution: give Aussies permission to break free and go the full Christmas, because You Can’t Overcook Christmas."
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Associate Partner: ExtremeReach
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