We knew this year it was going to be tougher than ever before to get shoppers into a local ALDI store during the holiday season.

Some Aussies don’t want to risk a Christmas with ALDI, worried that the brand’s quality and range won’t be able to deliver on the big day. Others have simply found visiting ALDI too much effort, when other supermarkets offer the convenience of same-day delivery.

The mission this year was to convince shoppers that ALDI’s festive offering really does stack up, giving them a compelling reason to head in-store.

You Can’t Overcook Christmas

It’s easy to talk ourselves out of trying something a bit different at Christmas. A bit new, or surprising. A bit bonkers. After all, we don’t want to get it wrong on such a big day.

But… we’re ALDI. Our Christmas range is one pleasant surprise after another, from the quality to the value, to the very existence of turhamkens.

So, it was time we gave Aussies everywhere permission to swing big for Christmas 2021. To forget tradition, release the shackles and let creativity take over - to the tune of the most surprising Christmas anthem ever: Darude’s Sandstorm.

In short, to GO FOR IT.

Because whatever happens, You Can’t Overcook Christmas.

In a world where shopping for Christmas groceries for most Aussies means familiar, comfortable Colesworth, ALDI is inherently a different kind of festive destination.

Different brands, different range, different vibe. The problem was, shoppers were seeing that difference as a risk, at a time of the year where everything needs to go to plan, where their routine combination of food, decorations, gifts and Bublé soundtrack all need to hit just right.

Our solution was to turn ALDI’s difference from a perceived weakness, into a strength. Instead of trying to find space in the version of Christmas Colesworth was pushing, we made a decision to lean into our difference and show Aussies that ALDI’s touch of unexpectedness is exactly what they need to take their Christmas to the next level this year.

Our strategy: Make ALDI’s touch of unexpectedness the secret ingredient this Christmas.

You Can’t Overcook a Christmas Campaign.

While most brands played it safe and tried to sell the same old syrupy, picture-perfect ideal, we introduced Australia to a new Christmas message: just go for it, consequences be damned. And that meant we had to go big too.

From a hero brand film showing Aussies letting loose with a giant prawn finale, to bespoke retail edits with food products that piled on more party vibes. From over-the-top OOH to digital assets dialled up to 11, and a major Tik Tok campaign that got Aussies to show us how they were living our overcooked Christmas message.

Every element of our campaign was filled to the brim with the spirit of You Can’t Overcook Christmas.

- Sales of ALDI Seasonal products grew a huge 16% YOY

- Average customer spend per shop was up by 6% YOY

- Tiktok #CantOvercookXmas hashtag challenge saw over 2k video creations which generated 1.5 million engagements

- The challenge itself managed 7m unique viewers (3m above TikTok AU benchmark), managed 25m video views and saw over 12m impressions

- Research showed the TV execution significantly outperformed Kantar norms in “Involving”, “Distinctive” and “Interesting” the key metrics for memorability.