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ALDI Launches 'Home Of The Lowest Prices' Via BMF

BMF, 2 years, 8 months ago

That sees a talking supercomputer have a meltdown when confronted by such low prices

ALDI Launches 'Home Of The Lowest Prices' Via BMF

ALDI has always stood for everyday value at the lowest prices but needed to continue positioning the brand as Australia’s lowest price supermarket.

The result? The ‘Home of the lowest prices’ tagline and campaign, led by a commercial starring a talking supercomputer, directed by BMF creative director Alex Booker.

“Most creatives would turn their nose up at a retail template brief. But this is ALDI and the normal rules don’t apply," says Brooker. "I’m proud of the fact we were able to take the annoying clichés of retail – loud noises and flashing lights – and turn them into something entertaining that’s true to ALDI.” 

Says ALDI spokesperson: “In the world of ALDI, anything can happen. Bears talk, the Aussie Christmas is transported to the northern hemisphere and now, a talking supercomputer has a meltdown when confronted by ALDI’s low prices. But behind the inventive creative there’s always a strong, retail message. This campaign will help confirm ALDI’s everyday low price positioning in the fun and quirky style ALDI has become famous for.”

Says Stephen McArdle, BMF managing partner: “Retail is a hard nut to crack, especially in the highly competitive and reactive supermarket category. These ads reinforce that ALDI’s tone of voice will always make great value stand out.”

This campaign launched with a series of TVCs, radio, catalogue, digital, social, print and POS.


Advertiser: ALDI

Creative Agency

Account Director: Aisling Salmaggi

Account Manager: Hayley Basham

Copywriter: Jonty Bell

Creative Director: Alex Booker

Designer: Lincoln Grice

Executive Creative Director: Cam Blackley

Group Account Director: Jonny Bucknall

Managing Partner: Stephen McArdle

Planner: Ali Tilling

Producer: Jenny Lee-Archer

Music and Sound

Music Production: Production Library

Sound Design: Rumble


Editor: Mark Bennett (Method)

Post Production / VFX

Post Production House: Method & White Chocolate

Production Company

Director: Alex Booker (BMF)

Photographer : Hugh Miller

Producer: Alex Hay

Production Company: Rabbit Content

Category: Retail and restaurants , Supermarkets