We play off those radio shows where people call in for advice on their problems. A smooth talking DJ with a feigned sincerity takes a call from someone with a hole in their life. The DJ then transforms into a retail ad guy when he tells the listener the solution – ALDI Special Buys.

The objective of the radio campaign is to show the depth and breadth of ALDI's Special Buy themes to get shoppers excited and maximise sell-through rates across the range.