Serviceplan Group and ALDI have once again teamed up for the supermarket's new end-of-year campaign. This year, the iconic Gaston the Chicon goes all out to position ALDI as the go-to destination for the holiday season, offering everything you need for stylish yet budget-friendly celebrations.

Everything for your stylish and affordable festivities

This year, ALDI speaks directly to consumers with the message, "Everything for your stylish and affordable festivities." The goal is to highlight how smart shopping at ALDI can be during the holiday season. The campaign showcases a wide range of festive products (including silverware and decorations), aiming to convince customers of the quality and variety of ALDI's low-priced holiday offerings.

As in previous years, Gaston le Chicon/Willie Witloof, the charming holiday hero of ALDI, takes centre stage once again. This year, Gaston/Willie dons the persona of an influencer and takes the lead in ALDI's holiday campaign. With enthusiasm, he showcases a wide selection of festive products on his smartphone. Not only does he inspire Belgian consumers, but he also eases the stress associated with holiday choices, ensuring they can fully enjoy the season with their loved ones.

The campaign unfolds in two phases. The first phase kicked off in week 43, focusing on ALDI's owned channels (website, newsletter, organic social media, POS materials, and brochures). The second phase launches during week 48, introducing Gaston le Chicon's/Willie Witloof’s new TV spot. From then on, additional channels will be activated, including OOH, digital, paid social media, and more.

A Multimedia Collaboration

To bring Gaston le Chicon/Willie Witloof and the holiday campaign to life across all visual and audio platforms, Serviceplan Group worked with a range of partners: Wavemaker (media), De Machine (production), Rabbit Hole (animation), Sonhouse (sound production), Poum Tchak and Studio Henri (music), and BOA (POS materials, brochures, and the year-end magazine).