ALDI Australia, debunking the myth that it imports the majority of its fresh fruit and vegetables, has launched the Great Fresh Food Migration campaign via BMF.
Mark Richardson, marketing director, ALDI Australia says the campaign will capture the imagination of consumers by telling ALDI’s provenance story in a new way.
“We know that some Aussie shoppers can’t believe that our fresh produce can be both Australian grown and so affordable. So, we saw an opportunity to tackle this misconception head-on and reframe consumer perception,” says Richardson.
"With a campaign like this we could have easily fallen into the category clichés of squinting farmers, in fields, in Akubras.
"Instead, we wanted to show the migration of our glorious produce and meat as it travels from Aussie farms to ALDI stores. We’ve done it in a way that’s both memorable and builds on our challenger brand tone. ”
The Great Fresh Food Migration rolls out across the country this week and includes TV, Outdoor, In Store, Digital, Social and Catalogue.
Directed by Revolver’s Andreas Nilsson, crafted by Alt.vfx and scored by Turning Studios, the spot captures one of Australia’s lesser-known natural phenomena.
David Fraser and Dantie van der Merwe, creative directors: “The food provenance category is full of earnest farmers and bountiful fields. This created a great opportunity to stand out, and ALDI was bold enough to take it.”
CREDIT:
Client: ALDI Australia
Agency: BMF
Executive Creative Director: Alex Derwin
Creative Directors: Dantie van der Merwe and David Fraser
Associate Creative Director/Copywriter: Roy Leibowitz
Senior Art Director: Chris Wilson
Senior Designer: Fiona McLeod
Executive Planning Director: Christina Aventi
Group Strategy Director: Kinga Papp
Senior Strategic Planner: Kellie Box
Chief Executive Officer: Stephen McArdle
General Manager: Paul Coles
Deputy Head of Account Management: Aisling Colley
Senior Account Director: Hayley Basham
Senior Account Manager: James Arnold
Head of TV: Jenny Lee-Archer
Director: Andreas Nilsson
Production Company: Revolver/Will O’Rourke
Managing Director/Executive Producer: Michael Ritchie
Executive Producer: Pip Smart
Producer: Alex Kember
DOP: Lachlan Milne
Edit House: The Editors
Editor: Alexandre de Franceschi
VFX/Post Production: Alt.vfx
VFX Supervisor: Jay Hawkins
VFX Executive Producer: Tyrone Estephan
Music Composition: Elliott Wheeler @ Turning Studios
Sound Design: Rumble Studios
Art Buyer: Basir Salleh
Photographer: Gavin Johns
Producer: Audra Diciunas
3D Retoucher: Paul Gawman
Retoucher: Rhiannon Jasma
Production Director: Julie Sorrell
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