Aldi embraces Aussie Christmas traditions in a quirky festive campaign

Aldi has embraced the Australian tradition of a game of backyard cricket at Christmas to create an epic campaign for the festive season.

The brand, which has celebrated the perfect Aussie Christmas in its festive advertising for the last five years, has extended this theme with a quirky festive fable.

The campaign features “the true-ish” story of Doug, a stubborn batsman whose epic innings of backyard cricket attracts huge crowds who stick around to share a Christmas feast while watching the game. The temptation of a Christmas feast eventually proves too much for Doug, who gives up his wicket to share in the festivities.

The More The Merrier campaign aims to showcase the brand’s Christmas range and promote the message that you can afford to feed your crowd, whatever the size.

The campaign incorporates TV, digital display, outdoor, social and POS, as well as eDMs, catalogues and a dedicated site. .

An Aldi spokesperson said, “Our Christmas campaigns have contributed significantly to business growth over the last couple of years. This year we’ve found a fresh take on Christmas in Australia that will entice even more shoppers to explore Aldi's Christmas range.”

The campaign was created by BMF.

Aldi: The More The Merrier by BMF

Added 14 November 2017
Agency: BMF
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Danielle Long

Danielle Long is APAC Correspondent for The Drum with a remit to cover news from China, Australia and New Zealand. Danielle has 15 years experience as a marketing journalist and has worked on publications in the UK and Australia. She has interviewed some of the world’s leading marketing, advertising and creative brains and has written about almost every standout brand and marketing campaign from the last 15 years.

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