TLDR
Aldi Australia launched its 2026 Christmas campaign 'Time to Shine' via BMF on 6 November, introducing the Tinsels, a weary tinsel family whose mood lifts when Aldi bags arrive. More than half of Aldi's 100-plus Christmas products are priced under $5, starting at $1.99. Coles and Woolworths both launched Christmas campaigns within days.
KEY TAKEAWAYS
Meet the Tinsels
The hero spot opens on a household made entirely of tinsel: parents, kids, the lot, all looking flat after a long year. Aldi bags arrive and the family's energy returns, with the retailer's affordable prices doing the work of the punchline.[1] David Fraser, executive creative director at BMF, said the Tinsels are feeling a little less shiny than usual after a big year.
Jenny Melhuish, marketing director at Aldi Australia, said the campaign asks Australians to "find their sparkle again and put on the Christmas they want, without feeling like they need to compromise."
The price anchor
Aldi's 2026 Christmas range runs to more than 100 products, opens at $1.99 and prices more than half the line-up below $5.[2] The range covers seafood, turkey, desserts, treats and easy entertaining items, with refreshed festive packaging across the board.[2] Belinda Grice, Group Director of Seasonal and Special Buys at Aldi Australia, said "more than half of our festive products are priced under $5."[2]
Three supermarket Christmas ads
Aldi launched the campaign this week. Woolworths had already launched its Christmas campaign via Droga5, and Coles followed with 'Take the Credit' via Smith St.[3]
Who made it
Aldi's roster on the campaign includes Zenith Media, Digitas and Ogilvy PR, with sound by Rumble Studios. BMF's owner, Enero, recently reported a revenue decline following the loss of Westpac as a client. Prompt the Market covered Enero's financial position this week. Coles' 'Take the Credit' campaign is covered separately. The Aldi 'Time to Shine' film is on YouTube at the link below.
SOURCES & CITATIONS
- Mumbrella, Aldi Christmas campaign launches with glitter-covered family
- Aldi Unpacked, Aldi Unwraps Its 2026 Christmas Range
- Coles, Take the Credit This Christmas
- Woolworths, Christmas Value Hacks
- Aldi Australia, Christmas
- Prompt the Market, BMF owner Enero worth less than its cash
- Prompt the Market, Coles Take the Credit Christmas via Smith St
James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.
