ALDI Australia is encouraging Aussies to go all-out this festive season and feed the spirit of generosity, 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.

Mark Richardson, marketing director at ALDI Australia, said: “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”, Mr Richardson said.

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,” Mr Fraser said

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.