Aldi redefines value with humour, hi-vis, and hommus

There’s a certain formula we’ve come to expect from supermarket advertising. Aisles gleam under fluorescent lights, happy families reach for tomatoes in slow motion, and a voiceover promises freshness, savings, and choice—usually in that order. It’s reliable, if not particularly memorable. So, when Aldi Australia’s latest campaign opens not in a store but in the bush, with a search party assembling like they’re preparing to locate a missing hiker, it’s clear this isn’t business as usual.

Instead of produce close-ups and punchy price drops, 'Quality is Easy to Find' via BMF leans into cinematic tension. We open on a scene straight out of a true crime doc: A line of high-vis volunteers, a grave-faced team leader, and the kind of weighty silence that suggests something serious is afoot. And then—just as quickly—it all unravels. The search ends before it begins. A volunteer spots the prize in the grass: A tub of Aldi’s Deli Originals Traditional Style Hommus, shining like a garlicky grail.

In the 15-second spot, we see much of the same, except through the lens of sniffer dogs.

Created in partnership with BMF, Zenith Media, and Ogilvy PR, the integrated campaign will air across TV, cinema, radio, OOH, social, owned channels, and PR.

David Fraser, executive creative director at BMF, sums it up: “Nobody wants to spend more time scouring supermarket shelves, comparing labels, and questioning their hommus choices. So, Aldi keeps it simple and only stocks the very best.”

Clever, clever. The campaign is very reminiscent of what we've come to see from the best Australian advertising—deadpan, quietly absurd, and not trying too hard to be smooth even though it absolutely is.

And it’s not the first time Aldi and BMF have leaned into humour to make a point. 2023's 'Go on, shop around' film carried the same energy: Calm confidence in a chaotic category, giving shoppers full permission to pick up the odd item elsewhere while reminding them that Aldi is still the smartest first stop. This latest spot feels like a continuation of that tone, not a departure—like a brand that’s secure in itself and doesn’t need to shout. It’s just so good when brands break away from the usual retail tropes and take a smarter, more original route, and this, this is proof it works.

Ad Nut appreciates a brand that doesn’t feel the need to oversell. There’s no shelf-stacking spectacle here or competitive chest-beating. Just a subtle, satisfying reminder that quality doesn’t have to be a scavenger hunt when everything on offer is already vetted. For years, Aldi was framed as the budget-friendly outsider—practical and pared-back. But over time, it’s quietly rewritten that narrative, leaning into its difference and making it part of the appeal. Take note, grocers.

And while Ad Nut’s more of an acorns than chickpeas type, it’s just relieved someone finally found the dip. If only all life’s searches ended with snacks.

CREDITS

Client: Aldi Australia
Creative Agency: BMF
Production Company: Revolver
Director: Steve Rogers
Music and Sound House: Rumble Studios
Editor: Bernard Garry
Post Production: The Editors & Blockhead
Media Agency: Zenith Media
PR Agency: Ogilvy PR

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