The More The Merrier: ALDI’s Christmas invite that opened up Aussie hearts, minds and wallets

Aldi, a supermarket brand, encouraged Australians to shop at Aldi for Christmas by launching a video campaign that touched on Aussies' generosity with a crash landing from Santa.

Executive Summary

ALDI knows how to make miracles happen at Christmas, transforming what should be our most vulnerable time of year as a discount supermarket into the most successful period for the business each year. This is the story of how we unlocked new momentum and cultural resonance by celebrating Aussie generosity at Christmas, despite being up against unforeseen market forces in the lead up to Christmas. The campaign was ALDI's most effective Christmas campaign to date.

Challenge, Objectives & Strategy

Every year ALDI sets out to make our Christmas even more effective than the last

For the past couple...

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