ALDI revels in the spirit of generosity in latest ‘You Can’t Overcook Christmas’ campaign


ALDI Australia is encouraging Aussies to go all-out this festive season and feed the spirit of generosity in a new campaign via BMF, because when you shop at ALDI there’s always enough.


‘Overcooked Generosity’ forms the second installation of ALDI Australia’s ‘You Can’t Overcook Christmas’ campaign, which launched last year to celebrate the unbridled joy of Christmas.

ALDI is the one stop shop for Australians this Christmas with an exciting range of seasonal products available at the lowest prices, so customers never need to downsize or half-bake the festivities. The campaign call for Aussies to be excited for a main event with all the trimmings and adding those extra touches to the decorations – because at ALDI, Australians can afford to give big this Christmas.

Says Mark Richardson, marketing director at ALDI Australia: “At a time when Aussies will be auditing their festive plans to balance the Christmas they want, with the Christmas they can afford, ALDI plays a unique role in helping people Overcook their Christmas, without overcooking their budget.

“Aussies can have the Christmas they want while saving the money they need and not compromising on quality. Because at ALDI Christmas is about more than just savings, it’s about getting more for your money.”

Creative director at BMF, David Fraser says Christmas isn’t Christmas unless a few well-meaning relatives engage in a polite fight: “Overcooking such a simple truth felt like it would strike a chord with Aussies. And hopefully ALDI can help families have one less argument this year.”

The integrated campaign will roll out across key media channels including TV, outdoor, radio, digital, social, PR, catalogue, owned website, EDM, media partnerships, and POS.

ALDI worked with key agency partners BMF, Zenith Media and Ogilvy PR to bring the campaign to market across key media channels.

Creative Agency: BMF
Creative Team: Alex Derwin, David Fraser, Dantie Van Der Merwe, Josie Fox, Harry Stanford, Angel McMullan and Erica Mallett
Design Team: Lincoln Grice, Fiona McCleod, Alex Kidd, Yoon Park and Holly Jones
Planning Team: Christina Aventi, Anna Bollinger, Josef Wimberger
Account Service: Stephen McArdle, Aisling Colley, Rebekah O’Grady, Flora Fraser, and Kristen Henry
TV Production: Jenny Lee-Archer
Print Production: Basir Salleh, Karen Liddle, Julie Sorrell, Lauren Swaab and Simone Plaza
Finished Artist: Adrian Jobse, Amanda Perkin and Romi Carrera
Creative Traffic: Clare Yardley and Chris Burchett

Production Company: Good Oil
Director: Hamish Rothwell
Executive Producer: Juliet Bishop
Producer: Tracy-Lee Permall
DOP: Germain McMicking
Editor: Lucas Baynes and Phoebe Taylor – ARC EDIT
Post Production: Blockhead
Sound House: Rumble Studios
Sound Designer: Tone Aston
Executive Producer: Michael Gie
Music: ‘It’s beginning to look a lot like Christmas’ performed by Perry Como
Music Supervisors: Level Two Music
Publisher: Kobalt Music Publishing
Label: Sony Music Entertainment

Brand OOH
Production Company: Louis & Co
Photographer: Mat Baker
Producer: Louis Molines & Camilla Carey
Retoucher: Carl Baker
Retail OOH, Content and Social Production
Production company: Bantam Productions
Content Team: Nico Engelbrecht and Holly Whiteley
Photographer: Gavin Johns
Producer: Jasmin Connor
Retouchers: Kate Field, Rebecca Xu, Angus Whalan, Chris Moore and Jeni Rohwer
Animation: Max Lu

Media Agency: Zenith
Strategy & Planning Team: Sarah Heitkamp and Ryan Varley
Account Service: Katharine Titley, Joanna Szkurat, Alex Huxley and Emma Welch

PR Agency: Ogilvy PR