CLIENT
Aldi Australia
Mark Richardson, Marketing Director
Kylie Warnke, Marketing Manager
Katherine Franulovich- Marketing Assistant
AGENCY
Hugh Munro, Head of Planning / Author
Christina Aventi, Executive Planning Director / Author
Cam Blackley, Executive Creative Director
Alex Derwin, Creative Director
Rosita Rawnsley-Mason, Associate Creative Director
Hans Christian Berents, Copywriter
Tom Johnson, Copywriter
Matthew Hughes, Designer
Kellie Box, Planning Executive
Stephen McArdle, Managing Director
Toby Hussey, Group Account Director
Rose Flowers, Account Director
James Arnold, Account Manager
India Gates, Account Executive
Emma Friend, Senior Agency Producer
Basir Salleh, Art Buyer (Print)
Jennifer Rhodes, Communications and Data Strategist / Author
SUMMARY
From Surfing Santas to The Tinkletons, ALDI Christmas is a major retail event.
But big success comes with big expectations, competition and Christmas clichés aplenty.
Whilst ALDI saw increases at Christmas, perception of quality lagged behind competitors. And with a year of Colesworths pushing half price, ALDI’s value had been knocked.
ALDI’s 2017 campaign reframed the value equation from crude quality/price to ‘generosity’ demonstrating ALDI could entice the hungry Christmas mobs in a uniquely Australian way.
It was the most successful yet delivering xx lift in sales despite a xx reduction in campaign spend, netting an ROI of xx for every dollar spent.
