Case History Database

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.

	Head of Planning / Author		Hugh Munro		BMF
	Executive Planning Director / Author		Christina Aventi		BMF
	Communications and Data Strategist / Author		Jennifer Rhodes		BMF
	Executive Creative Director		Cam Blackley		BMF
	Creative Director		Alex Derwin		BMF
	Associate Creative Director		Rosita Rawnsley-Mason		BMF
	Copywriter		Hans Christian Berents		BMF
	Copywriter		Tom Johnson		BMF
	Designer		Matthew Hughes		BMF
	Planning Executive		Kellie Box		BMF
	Managing Director		Stephen McArdle		BMF
	Group Account Director		Toby Hussey		BMF
	Account Director		Rose Flowers		BMF
	Account Manager		James Arnold		BMF
	Account Executive		India Gates		BMF
	Senior Agency Producer		Emma Friend		BMF
	Art Buyer (Print)		Basir Salleh		BMF
	Marketing Director		Mark Richardson		ALDI Australia
	Marketing Manager		Kylie Warnke		ALDI Australia
	Marketing Assistant		Katherine Franulovich		ALDI Australia