Effies
Australia
Proving That Going Extra Needn’t Cost Extra, How ALDI Pushed the Boat out to Bring Aussies in at Christmas
Agency
BMF
Client
ALDI Australia
Awards
Silver
Retail and Etail
Silver
Challenger Brands
Finalist
Return on Investment
Gold
Short Term Effects
Summary
Facing a crucial quality perception deficit, ALDI chose to go big when other retailers played it safe during Christmas. The 'Go a Little Extra' campaign found a fresh way to connect with a tired mindset by disarming the cost-of-living crisis with humour and authenticity. This bold strategy transformed perceptions, making ALDI a proud, rather than just sensible, choice. The campaign almost doubled its seasonal sales targets and lifted brand consideration, proving that a defiant festivity in the face of adversity can deliver extraordinary results. CASE STUDY NOT AVAILABLE.
Credits
| Jenny Melhuish | Marketing Director | ALDI Australia |
| Ashleigh Crosby | Executive Marketing Manager | ALDI Australia |
| Lisa Little-Cain | Executive Marketing Manager | ALDI Australia |
| Willem De Wit | Executive Marketing Manager | ALDI Australia |
| Adam Cartwright-Howell | Executive Digital Marketing Manager | ALDI Australia |
| Daphne Burke | Marketing Assistant | ALDI Australia |
| Ashtar Moshy Dib | Marketing Specialist | ALDI Australia |
| Christina Jackson | Marketing Specialist | ALDI Australia |
| Jenny Armstrong | Marketing Specialist | ALDI Australia |
| Christina Aventi | CSO | BMF |
| Anna Bollinger | Executive Planning Director | BMF |
| Elyse Scott | Planning Director | BMF |
| Stephen De Wolf | CCO | BMF |
| David Fraser | ECD | BMF |
| Tara McKenty | ECD | BMF |
| Dantie Van Der Merwe | CD | BMF |
| Emily Field | Associate Creative Director | BMF |
| Kiah Nicholas | Associate Creative Director | BMF |
| Angus Whalan | Creative | BMF |
| Alana Koutoulas | Creative | BMF |
| Lincoln Grice | Head of Art and Design | BMF |
| Samantha Jones | Designer | BMF |
| Stephen McArdle | CEO | BMF |
| Eileen Cosgrove-Maloney | General Manager | BMF |
| Hayley Basham | GAD | BMF |
| Celine Dinant | Account Director | BMF |
| William Farr | Account Manager | BMF |
| India Winston | Account Manager | BMF |
| Edward Giles | Account Executive | BMF |