DON’T KNOCK IT TILL YOU TRY IT.
ALDI’s best kept secret is its outstanding range of beers, cider, wine and spirits. The range ticks all the boxes: low price, great quality, and——news to most——awards to prove it. But it still ain’t easy convincing discerning Aussie drinkers to give ALDI a whirl.
With playful references to alcohol snobbery and category norms, or the surprisingly high quality for such surprisingly low prices, I was let loose on this OOH campaign. Some lines are mildly bigoted*, others a bit on the nose. All of them (under) art directed to let the headline do the talking.
NOTE: If you haven’t tried the Rosé, do. An outstanding drop.