Christmas 2022 was the year Aussies could turn their backs on COVID restrictions and enjoy seeing loved-ones again. Finally, they were no longer in lock-down…but bank balances were, thanks to inflation.

The brief was to prove that with ALDI, you can afford to make Christmas special whatever your budget.

Objectives were ambitious versus a high benchmark of Christmas 2021:

INCREASE SEASONAL SALES VS 2021: A stretch goal given success of the previous year.

GAIN MARKET SHARE: Ambitious growth, to make our mark on the category.

RECAPTURE LOST HOUSEHOLDS WITH PENETRATION GROWTH: Online shopping had tempted shoppers away, particularly the more discerning. This campaign needed to entice them back.

BUILD RANGE PERCEPTIONS: ALDI has a concentrated range; just right to cover shopper needs. But every Christmas, ALDI releases a range of Specially Selected seasonal goodies - we needed these to get noticed.

“Overcooked Generosity” demonstrated everyday low prices meant Aussies could afford to keep giving, knowing there’s always more with ALDI.

1: CONNECT WITH TRUTH

We revealed an unspoken rule at Christmas: out of politeness and generosity you don’t help yourself to the last of something. Even though you reeeeaaaaally want it.

60”TV showed lengths we go to be generous, no matter what resistance we encounter.

Film, outdoor, display & social told our story through a lens of “aggressive generosity” never taking “full” for an answer.

2: SUSTAIN EXCITEMENT

Through social, we brought the last prawn to life as ‘Judge Prawny’; there to solve ALL Christmas ‘polite fights’.

National radio got Aussies talking about generosity, kickstarting a country-wide conversation: who would Aussies give their last prawn to?

3: ENCOURAGE PURCHASE

Cohesive Point-Of-Sale and catalogue spreads showcased quality at mouth-watering prices.

Every asset from Window Banners to Staff Badges made seasonal products shine.