Can you believe we have come to the end of 2023? Across the year we have shared twelve insightful creative case studies to inspire your thoughts and creative bubbles. So for our last edition of 2023, we can't go past an Aldi Christmas campaign.
Aldi manages to shine time and time again with their quirky Christmas advertising, launching their major Christmas campaign, 'Go Big on the Little Things,' to champion the unloved sides.
As it speaks to a nation feeling the impact of a high cost of living, the company is supplanting the 'main-character energy' of protein by shifting attention away from roasts and barbequed platters and towards the smaller dishes of our annual feasts.
The integrated campaign is led by a parody of Dirty Dancing's (I've Had) The Time of My Life, dubbed "The Sides of My Life".
It's been a difficult few years for Australians, but even during the worst of the pandemic, Christmas was still a time for family and celebration. The new Aldi platform demonstrates that the same can be said in the ongoing cost-of-living crisis, with a focus on budget-friendly options for December.
With new ALDI research revealing that 7 in 10 Australians (73%) look forwards to the sides as much, if not more, than the main protein itself, the campaign aims to get Aussies excited for the main event by championing all the trimmings that make the full Christmas feast so special.
“From the beloved sides to feasting favourites like the ham or the turkey, Aussies can have the Christmas they want by shopping with ALDI, making substantial savings and without ever compromising on quality,” says ALDI’s marketing director Jenny Melhuish.
Creating an unusual ad using parodies of familiar tunes creates a feeling of nostalgia, humour and connection, especially around the Christmas season, the perfect occasion for such a creative campaign.
So on that note, it is safe to say the silly season is here and what a year it has been.
Thank you for joining us on our creative cube quest throughout the year.
From our family at 2 Creative Media, go and have some fun. You've earned it.