Aldi rolls out Christmas adverts for 2016; receives mixed reviews

Aldi becomes the first among the major supermarkets to roll out its Christmas advert for 2016 in Australia. The promotion, created by advertising agency BMF, features the Tinkletons – a family of super enthusiastic Americans who are convinced that their Christmas is better than Australian‘s. And they are in Australia to prove it. The promotion is a combination of long form and series of retail TV ads and is supported by social content, print, radio, display advertising, OOH, POS and Aldi catalogues.

BMF managing director Steve McArdle said the supermarket wanted something similar to ‘Glee meets The Griswalds, yet unmistakably ‘Aldi’’, when planning for the Christmas advert.

BMF creative director Alex Derwin says: “To an outsider, an Aussie Christmas feels weird and wrong, but when you get used to the sunburn and speedos you realise just how special it is. It’s an insight we’ve used before, but this year we’ve put it on steroids. The Tinkletons are a device that allows us to show the ‘Perfect Aussie Christmas’ through a new lens. An all-singing and dancing, theatrical new lens.”

Aldi commented on this by saying that the Australians were forced fed with cheesy American white Christmas movies, making them sing carols, wear Santa’s red jacket, white beard and big boots at a time when the temperature is 40 degree Celsius out in Australia. The company also took a pun at people from North who has settled in Australia; constantly whining that Christmas Down Under doesn’t feel like ‘real’ Christmas.

Aldi marketing director Sam Viney says: “By offering quality Christmas products such as prawns, hams and pavlovas, at prices that everyone can afford, Aldi is uniquely placed to celebrate everything that’s great about Australian Christmas. And what better way to dramatise this by throwing a fish-out-of-water Northern Hemisphere family into the mix… If they can be converted, who can argue with the fact that ‘Nothing beats the perfect Aussie Christmas’?”