Christmas time is expensive for families but no-one should have to compromise on quality. With ALDI, every Aussie can spoil their family no matter what their budget or how many unexpected guests turn up. It’s the second year we’ve used The More The Merrier platform as it’s enabled us to demonstrate the incredible value ALDI offers and embody the Australian generosity of spirit. This campaign celebrates an unexpected guest showing up in the most unexpected place. A blend of myth vs. reality; the magic of a Christmas icon we all love in a real, Aussie place, with real Aussie people, and an abundance of delicious food.

Aussies are used to seeing movies of northern Christmases with falling snow and jingling bells. But our Christmas is hot, dusty and dry and the outback is quintessentially Australian.

This is an Australian story. We wanted to show that with ALDI, every Aussie could make even the most unexpected guest feel welcome. Our Aussie Christmas tale is where the most unexpected guest turns up in the most unexpected place and is welcomed with open arms.

It was mysterious. Video footage emerged online of something crash landing in the Outback, followed by a plea from a shell-shocked Santa asking parents to cover for him. With interest piqued, we launched via a 90 second film on TV and online. The whole town welcomed Santa and showed him what it was like to celebrate an Aussie Christmas with glorious ALDI food.

The contrast between this outsized festive figure and a gritty, hardworking rural community, made sure this ad was going to get noticed in the clutter of same-same supermarket advertising at Christmas. Our Santa was the only actor, the others were locals