ALDI Australia is urging Aussies to embrace the joy of indulgence this festive season, with the launch of its new campaign “Go On, It’s Christmas.”
The campaign invites Australians to relax, indulge, and enjoy all the festive trimmings without guilt and without breaking the budget.
The lighthearted campaign captures the playful, unfiltered moments that make Christmas memorable from sneaking a slice of panettone before lunch to helping yourself to seconds (or thirds) of Christmas ham.
ALDI’s message is plain and simple: a great Christmas doesn’t have to cost the earth, it just needs a touch of ALDI magic.
Jenny Melhuish, Marketing Director at ALDI Australia, said the campaign reflects the brand’s promise to deliver quality and affordability for every Aussie household.
“This Christmas, ALDI is making it easier than ever for Aussies to surrender to temptation, forget the formalities and embrace their festive freedom, without feeling like they are compromising,” she said.
“We want shoppers to be able to go all in on their Christmas celebrations without having to go all out on their budgets. Our Price Promise to our customers extends to our award-winning Christmas range, making an indulgent Christmas spread an attainable and affordable reality for Aussies this festive season.”
Saying yes to the good stuff
Melhuish said the creative theme encourages Australians to let go of holiday restraint.
“This year’s campaign is all about saying yes to the good stuff. Saying yes, without hesitation, to that extra serving of Christmas ham, another spoonful of pudding and really indulging in all the special touches that make Christmas magical. Because with ALDI, you can go all in without holding back.”
The integrated campaign was developed in partnership with BMF, Zenith Media Australia, Digitas Australia and Ogilvy PR.
It will roll out across multiple channels including TV, OLV, BVOD, social, radio, partnerships, OOH, and owned media such as catalogues, the ALDI website, eDMs, and in-store POS.
David Fraser, Executive Creative Director at BMF, said the campaign captures the relaxed spirit of an Aussie Christmas.
“The rules get a little looser around Christmas time. And it’s great that ALDI still makes sure everybody can stretch their pants, not their budget.”