ALDI | Surfing Santas.

In 2012, Coles and Woolies dominated the supermarket landscape, especially at Christmas. As a challenger brand, ALDI noticed that neither of them were celebrating the Aussie Christmas. With snowflakes, sweaters and Santa’s dominating our summer, we thought Australia deserved their own Christmas icon. The Surfing Santas.

This was the first ever ALDI Christmas campaign and the turning point for a brand that now makes Australia’s most effective work.