Every Christmas, people say, 'let's just keep it small this year’. But then, inevitably, bit by bit, they get carried away and things get a little extra. And thankfully with ALDI, people could still afford to push the boat out a little.
So we went a little extra, pushing the boat out with a 450kg boat-sized gravy boat and 614 creative assets that embraced the festive art of getting carried away. From having another prawn (or 10), to bursting out of billboards, and turning pavlovas into swans with a Festive Extra-nator recipe generator.
On National Gravy Day the Gravy Boat Boat made waves. Aussies demanded it become one of Australia’s ‘Big Things’ and ALDI listened. Sending the boat back to the town where it first set sail to live on as a larger-than-life reminder that with ALDI, a little extra’s always on the table.
The campaign struck a chord, resulting in;
48% higher value growth than the category | +1.5 million additional transactions in December | +17% seasonal sales growth year on year | Film that Kantar research found 89% more engaging than competitor TV ads.
