Aldi Australia has unveiled its 2019 Christmas campaign, The Miracle Ham.
The integrated campaign, created by BMF, was aired on television on Sunday November 3.
The TV commercial tells a story of generosity and togetherness when a little old lady’s Christmas goes from lonely to joyful - all thanks to a magical fairytale ham.
This ham just keeps growing, no matter how many times it is sliced. Once Beryl discovers she has a meat-based miracle on her hands, she endeavours to share her endless ham with members of her community.
“Ham is often the main event at Christmas lunch. And, in the week after, every time you open the fridge there seems to be ham leftovers staring back at you," BMF creative directors Dantie van der Merwe and David Fraser say.
"A pork prodigy felt like the right blend of truth and fiction for this year’s More the Merrier Christmas story.”
The campaign was shot in Tasmania and brings to life the Australian spirit of sharing the festive cheer with everyone around you.
“Christmas is the time of year that Australians want to spoil their families, however there can be a misconception that to get the best quality Christmas feast, presents and experience, you need to spend big," Aldi Australia marketing director Mark Richardson says.
"The never-ending ham in our 2019 Christmas campaign is a sentiment to the value you can get at Aldi. With great prices across our entire Christmas range, you can afford to spoil your guests with our award-winning Australian hams, European sweets and delicacies, decorations and gifts on any budget."
The integrated campaign launched with the hero brand film running on TV and longer formats running online, supported by radio, OOH, catalogue, in store POS, website and social.
The campaign will also live across a series of retail Christmas ads.
“Our long-standing creative platform ‘The More the Merrier’ is the perfect expression of generosity at Christmas, and enables us to show Aussies they don’t have to compromise at this time of year," BMF group account director Aisling Colley says.
"It perfectly captures the Australian spirit (and the effect of a magical ham), whilst demonstrating ALDI’s promise to Aussies at this festive time of year – a surprising range of exceptional products, at the lowest possible prices.”
Aldi is the first of the supermarkets to release its Christmas campaign.
According to Nielsen Ad Intel data, 22% of Australian supermarket ad spend was placed during November and December last year.
Supermarkets spent $44 million on advertising during this period last year with Woolworths, Coles and Aldi named the top three advertisers.
CREDITS
Creative Agency: BMF
Executive Creative Director: Alex Derwin
Creative Directors: David Fraser and Dantie Van Der Merwe
Art Director: Sammy Hall
Copywriter: Stephanie Allen
Executive Planning Director: Christina Aventi
Group Strategy Director: Kinga Papp
Planner: Kellie Box
Managing Director: Steve McArdle
General Manager: Paul Coles
Group Account Director: Aisling Colley
Senior Account Manager: James Arnold
Account Executive: Maddison Bailey
Agency Producer (Head of TV): Jenny Lee-Archer
Director: Hamish Rothwell
Production Company: Goodoil Films
Executive Producer: Juliet Bishop
Producer: Andrew McLean
DOP: Marty Williams
Editor: Pete Scibberas @ ARC Edit
Post Production: ALT.VFX
Production Design: Guy Treadgold
Sound: Rumble Studios
Music: Elliott Wheeler – Turning Studios
Composers: Elliott Wheeler, Jamieson Shaw and Hamish Rothwell
Art Buyer: Basir Salleh
Photographer: Peter Whyte
Illustration: Evie Hilliar
Retouching: Rhiannon Jansma
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