ALDI Australia: The ALDI Christmas campaign that out-sold its Effie-winning predecessor

Hugh Munro

This case study explains how retailer ALDI Australia's Christmas campaign, 'ALDI's perfect Aussie Christmas', gave Australians a renewed pride in their own unique version of Christmas by introducing a rival family of American Christmas-evangelists.

Campaign details

Agency: BMFAdvertiser: ALDI AustraliaCategory: Retail

Executive Summary

ALDI's Perfect Aussie Christmas is a glorious cultural mirror to Australia's franken-Christmas, where Northern and Southern Hemisphere rituals somehow make peace under sun-drenched mistletoe.

The campaign has been a key driver of ALDI's growth over the last five years, and the 2015 campaign won two Silver Effies.

In 2016, we took the Perfect Aussie Christmasto the next level by introducing a family of American Christmas-evangelists who brought a little festive rivalry, and gave Australians a renewed pride in their own unique version...

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