Ad Nut
Feb 20, 2023

Go ahead, shop around, Aldi says

But the Australian supermarket wants to still be your first choice and give you the real goods in this ad by agency BMF.

Supermarket chain Aldi is telling Australian shoppers it's okay if they need to pick up a few extra items elsewhere. But it wants to be their first stop and first shop.

In a new TVC, 'Shop Aldi First', by agency BMF, the grocer known for its quirky ads put its own spin on romantic dramas in the spot. It features a woman who arrives at the checkout without an obscure smoked herring paste that she needs for a recipe. As the cashier and the shopper both recognise she'll need to search a different store to find it, the mood and weather shifts in anticipation of her need to split from Aldi.

In a sudden downpour, the cashier gives her the green light to go get the ingredient she needs elsewhere, but the shopper pledges that Aldi will always be her 

“We know consumer shopping habits are such that few people only shop at one place," says Jenny Melhuish, marketing director at Aldi Australia. You might have a particular bakery that you get a croissant from in the mornings, or you might need smoked herring paste for a very specific recipe. But true savings are made when you make Aldi your first shop."

Ad Nut likes how the ad pokes fun at break-up scenes in the rain complete with gentle gestures and the reluctant departure.

The campaign is going live across a range of media channels, including TV, BVOD, OLV, OOH, print, radio, digital, and social. 


Client: ALDI Australia
Creative Agency: BMF
Production Company: FINCH
Post Production: Blockhead
Editor: The Editors
Sound Production: Rumble Studios
Music: Elliott Wheeler
DOP: Jeremy Rouse
Photography: Louis&Co
PR: Ogilvy PR
Media: Zenith

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


Campaign Asia

Related Articles

Just Published

7 hours ago

International Women's Day: What brands and ...

International Women’s Day is an opportunity for brands to champion their female-focused agenda and drive change. From Watsons and Body Shop to Vietjet and OOH!Media, we explore how businesses are making their mark on this occasion.

7 hours ago

ID++: Is Amazon planning its own post-cookie solution?

A swiftly deleted job listing for a project called ‘ID++’ has sparked rumours that the online retail giant is developing its own alternative to Google’s cookies for advertisers.

8 hours ago

AI’s trust deficit: Is purposeful innovation the ...

Purposeful AI isn't mere jargon—it's reshaping industries from wildlife conservation to fraud detection, bridging the trust gap with transformative potential.

12 hours ago

Publicis employee who lost her parents to opioids ...

Emily Deschamps shares her personal story with Campaign US to highlight the dangers of marketing in sensitive categories in hopes of inspiring change.