ALDI Australia

BMF Sydney *Lead Agency

1. Anna Bollinger - Head of Planning 2. Alex Derwin - Chief Creative Officer 3. David Fraser - Creative Director 4. Dantie van der Merwe - Creative Director 5. Leila Cranswick - Senior Creative 6. Lisa Down - Senior Creative 7. Christina Aventi - Chief Strategy Officer 8. Josef Wimberger - Senior Strategic Planner 9. Stephen McArdle - CEO 10. Jennifer Rhodes - Head of Effectiveness & Data Strategy

2021 was another tough year for Australians in lockdown, separated from families, waiting for the “new normal”. But without the new normal of online retail, ALDI needed to find a way to get shoppers back into stores for Christmas. While most brands followed ‘brand Covid’ conventions of togetherness, ALDI showed Aussie’s the Christmas they craved. From birds inside birds, to French champagne, ALDI proved you can’t overcook Christmas. Australians didn’t hold back, showing us their Overcooked Christmases on TikTok and helping us beat our Seasonal product sales by 400%!