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Aldi unveils BMF creative

Discount supermarket chain Aldi has unveiled its latest advertising creative designed by Sydney’s BMF.

The creative focuses on the simulated reactions on the faces of people to the chain’s low prices.

Media planning and buying for the campaign was undertaken by Maxus, utilising outdoor, catalogue, point of sale and digital display to support TV spots.

"We were looking for an idea that stood out from the usual 'was & now' work and we feel that this campaign has truly delivered on this,” Aldi said in a statement.

The campaign is a change of direction for Aldi.

Last year Woolworths challenged Aldi to sign the grocery code of conduct, arguing that Aldi’s labelling may infringe the intellectual property of high profile national brands.