From Surfing Santas to The Tinkletons, ALDI Christmas is a major retail event.
But big success comes with big expectations, competition and Christmas cliches 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 a lift in sales despite a
What was the strategic communications challenge?
Expectations were sky-high following a series of successful Christmas campaigns.