YOU CAN'T OVERCOOK CHRISTMAS

TitleYOU CAN'T OVERCOOK CHRISTMAS
BrandALDI
Product / ServiceALDI
EntrantBMF Sydney, AUSTRALIA
Idea Creation BMF Sydney, AUSTRALIA
Media Placement ZENITH Melbourne, AUSTRALIA
Production FINCH Sydney, AUSTRALIA
Production 2 THE KITCHEN CREATIVE Sydney, AUSTRALIA
Post Production RUMBLE STUDIOS Sydney, AUSTRALIA

Credits

Name Company Position
Alex Derwin BMF CCO
Dantie Van Der Merwe BMF Creative Director
David Fraser BMF Creative Director
Lisa Down BMF Copywriter
Leila Cranswick BMF Art Director
Lincoln Grice BMF Head of Art & Design
Fiona McLeod BMF Design Director
Yoon Park BMF Designer
Christina Aventi BMF Chief Strategy Officer
Kinga Papp BMF Group Strategy Director
Josef Wimberger BMF Senior Strategic Planner
Stephen McArdle BMF Chief Executive Officer
Paul Coles BMF General Manager
Richard Woods BMF Head of Account Management
Aisling Colley BMF Deputy Head of Account Management
Bryan Bryant-Steeds BMF Senior Account Director
Georgia Moulis BMF Senior Account Manager
Francesca Di Stefano BMF Account Executive
Jenny Lee-Archer BMF Head of TV
Esta Lau BMF TV Producer
Chris Burchett BMF Traffic Manager
Basir Salleh BMF Senior Art Buyer
Julie Sorrell BMF Production Director
Lauren Swaab BMF Retail Producer
Adrian Jobse BMF Finished Artist
Romi Carrera BMF Finished Artist
Amanda Perkin BMF Finished Artist
Lindsey Gregory BMF Finished Artist
Lu Borges BMF PR
Benji Weinstein FINCH Director
Claire Thompson BMF Producer
Loren Bradley FINCH Executive Producer
Lachlan Milne BMF Cinematographer
Jack Hutchings FINCH Editor
Lily Davis FINCH Editor
Dave Winnel FINCH Performer
Tone Aston Rumble Sound Designer
Michael Gie Rumble Sound and Music EP
Adam Moses Rumble Composer

Why is this work relevant for Integrated?

More people from more walks of life saw ALDI Christmas 2021, because we turned up in more places than ever before. And wherever people saw us, they saw a clear, cohesive core message: You Can’t Overcook Christmas. Every asset across every channel became a vehicle for selling this creative spirit, in a way that was right for each channel. Whether we showed people how through TV, OOH or owned media, or they showed us how on TikTok, every single piece of the campaign came together to inspire Aussies to release the shackles for Christmas – with ALDI.

Background

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.

Describe the creative idea

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.

Describe the strategy

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.

Describe the execution

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.

List the results

- 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.