To be a winner, you have to shop like a winner: Aldi kicks off new campaign

By Frank Chung | 7 March 2014
"And you know what happens when you eat a winner? You become a winner."

Aldi's latest campaign stars an over-the-top Tony Robbins-style motivational speaker called Jimmy Masters, hyping up Aldi's 'award-winning' range of products. And you know what happens when you eat a winner? You become a winner.

Created by BMF Sydney, 'Everyone Wins at Aldi' launched on TV last night, continuing in the comedic vein of 'Price Reductions', 'Prices You'll Love Talking About' and 'Ready When You're Not'.

"To become a winner, you have to shop like a winner," Aldi says. "At Aldi we've made that easy by packing every aisle with quality products at low prices. With over 150 award winners, everyone wins at Aldi."

'Everyone Wins at Aldi' was the brainchild of former joint executive creative directors Carlos Alija and Laura Sampedro, who departed the agency in January to return to Europe. BMF lured Droga5's Cam Blackley to replace them as ECD.

Alija and Sampedro have since re-emerged at Wieden+Kennedy London, however a number of campaigns worked on for the supermarket brand by the duo are still to roll out in coming months.

Aldi spokesperson Sam Viney said: "If the advertising industry has taught us one thing, it's that you can never have too many awards. This campaign celebrates our array of award winning products, in a unique and entertaining way."

BMF creative directors for Aldi, Alex Booker and Philip Sicklinger, said: "It's important for people to know Aldi isn’t just low prices, but outstanding quality as well. We can personally testify that after spending time with Jimmy and eating Aldi award-winning products while working on the campaign, we feel like winners ourselves."

The campaign is running across TV, cinema, outdoor, radio, online, digital display, in-store point-of-sale and catalogue.


Client: Sam Viney
Executive Creative Directors: Carlos Alija and Laura Sampedro
Creative Directors, Aldi: Alex Booker, Philip Sicklinger
Art Director:
Bradley Averill
Copywriter: Jonty Bell
Group Account Director: Jonny Bucknall
Account Director: Aisling Salmaggi
Account Executive: Siena Shuttler
Strategy Planner: Ali Tilling
Director: Trevor Clarence
Production Company: Jungleboys
Producer: Sarah Nichols
Post Production: Method Studios
Editor: Drew Thompson, Mark Bennett
Sound: Rumble Studios
Agency TV Producer: Mel Herbert
Agency Art Buyer: Rachel Lounds
Photographer: Mat Baker
Stills Production Company: Louis & Co
Media Planning and Buying: Maxus

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