Aldi Australia tells us we're special, just like its 'buys'

Work by BMF stares into the vastness of space and the meaning of life, then pulls us back for a good deal.

What makes humanity special?  What makes our existence and place in the universe special?  What makes that front-end loading washing machine with a double rinse cycle such a special buy?

All questions are answered by ALDI Australia in its latest campaign for its 'Special Buys' by creative agency partner BMF, with the aim of associating its middle aisle buys as unique experiences worth seeking out regularly for "unparalleled quality and value". 

“Not everyone gets to experience a grandiose life-changing event every week, but we wanted to show that with Aldi, Special is a thing you can buy," says Dantie van der Merwe, creative director at BMF. "We sought to tell Aussie shoppers that they’re not just buying a product, they’re buying an idea, the start of an experience, and all the potential that comes with that.”

With both an overarching brand spot and a retail layer to highlight individual product deals, the campaign will be carried across TV, radio, OOH, social, digital, website, point-of-sale and catalogue and will be carried over into 2023.

“Our buyers work incredibly hard to ensure our Special Buys deliver great quality at unbeatable prices. The marketing challenge was to bring that proposition to life succinctly," says Mark Richardson, marketing director at Aldi Australia.


Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Directors: David Fraser and Dantie Van Der Merwe
Art Director: Emily Field and Kiah Nicholas
Copywriter: Emily Field and Kiah Nicholas
Head of Art & Design: Lincoln Grice
Designer: Matthew Hughes
Chief Strategy Officer: Christina Aventi
Head of Planning: Anna Bollinger
Chief Executive Officer: Stephen McArdle
Group Account Director: Alice Tschuchnigg
Senior Account Director: Hayley Basham
Account Director: Georgia Moulis
Account Manager: Francesca Di Stefano
Head of TV: Jenny Lee-Archer
Agency Producer: Esta Lau
Director: Christopher Riggert
Production Company: Finch
Director: Christopher Riggert
Producer: Nick Simkins
Editing: The Editors 
Editor: Stewart Reeves
Post Production: Alt VFX 
Sound Production: Rumble
Music: Ballad
DOP: Tim Tregoning
Art Buyer: Julie Sorrell
Production Director: Julie Sorrell
Integrated Producer: Lauren Swaab
Digital Producer: Lauren Swaab
Front-end Developer:  Amanda Perkins & Romina Carrera
Finished Artist: Adrian Jobse
Creative Services Director: Chris Burchett

Client: ALDI Australia

Campaign Asia

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