ALDI and BMF Push the (Gravy) Boat Out for Christmas

ALDI is encouraging Australians to ‘Go A Little Extra’ this Christmas in a campaign featuring a boat-sized gravy boat.

The festive campaign, created by BMF, features a couple tasked with bringing the turkey and “maybe a gravy boat” to a “small” Christmas lunch. The couple decides to ‘go a little extra’ and build a huge gravy boat, capable of ferrying them to lunch. 

Jenny Melhuish, marketing director at ALDI Australia said, “Every Christmas, even those of us who plan to keep it low key can’t help but splash out on little indulgences, festive flair, and the finishing touches that make Christmas feel like Christmas. It’s the time of year when everyone ups their game, and ALDI is no exception.”

BMF’s co-ECD, David Fraser, added that “Christmas plans tend to escalate pretty quickly.” 

“So, it’s great that ALDI is making sure everyone can still bring something extra to the table this year, whether it’s a big ol’ turkey or just a little gravy boat,” he said.

To help Aussies prepare for Christmas, ALDI will launch the ultimate Christmas recipe generator - the ‘Festive Extra-nator,’ on Thursday 14 November, featuring over 30 recipes that will allow customers the option to dial up and down the ‘extraness of their feast’, no matter the budget. The generator will be housed on the ALDI website.

The integrated campaign was created by BMF in partnership with Zenith Media, and Ogilvy PR. It will roll out across TV, cinema, radio, OOH, social, owned channels, and earned media.

Last month, BMF and ALDI won Effective Agency of the Year and Effective Advertiser of the Year, respectively, at the local Effies.