ALDI sells different themed ranges of great value Special Buys every Wednesday and Saturday. There might be flat-screen TVs one week and dishwashing machine and kettle bells the next.

To emphasise the variety of these ALDI weekly offers, the campaign created by BMF dramatises the extreme woe felt by those with a Special Buys-shaped hole in their life. And the joy when they discover the perfect product on sale at ALDI this week, for an extraordinarily good price.

The campaign has seen a series of ads run during the month of August and has proved very effective, resulting in sell-through of stock of the featured Special Buys products.

“Special Buys was a dream brief for us. It was one of the product lines that had never been tackled creatively for ALDI and it's already proving to fill a few holes in consumer's lives,” explains Cam Blackley, BMF Executive Creative Director.

An ALDI spokesperson said: “Special Buys are a key driver in our business and they add a different dimension to people’s grocery shopping experience. This campaign helps celebrate that quirk. We’re excited to see what it will do for us.”

Supported by online content, radio and catalogue, the campaign will continue to run in bursts throughout the year to support different Special Buys phases.