Brief: Out-sell the highly successful ALDI Christmas campaigns of 2015 and 2016, despite aggressive price competition and the competitive disadvantage of being perceived as a discount supermarket at Christmas.

Insight: Australians have an open-door policy at Christmas meaning generosity isn't just about the quality of what you provide, but the quantity of blow-ins and plus-ones that you welcome to the Christmas table.

Strategy: Position ALDI as the brand that allows you to be more generous at Christmas because no matter who shows up, it's the more the merrier.

Results:

- Currently a finalist in 3 categories at the 2018 Effie Awards.

- Beat previous historical highs for quality perception scores.

- Beat previous historical highs for price perception scores.

- Set a new record for total sales.

- Sales of key lines increased 15-50% YOY.

- 4 x Pencils (AWARD Awards, 2018).