Aldi Australia vs. Kroger: The RetailWire Christmas Commercial Challenge

Discussion
Sources: Aldi Australia’s “You Can’t Overcook Christmas”; Kroger’s “The Magical Cookbook”
Nov 16, 2022

Count the critics as unimpressed with their choices in last week’s RetailWire Christmas Commercial Challenge choice, which put Etsy’s “To the Travelers” spot against Hobby Lobby’s “Christmas Is What You Make It” effort. In the end, Etsy prevailed with 53 percent of the votes.

That brings us to the second in a series of commercials served up for your viewing pleasure (and scrutiny). Today’s match pits Aldi Australia vs. Kroger, presenting two distinctly different takes on holiday messaging.

Aldi Australia’s “You Can’t Overcook Christmas” is all about sharing the holiday with family and friends, using “It’s Beginning to Look a Lot Like Christmas” as the score behind this action spot. The chain’s description on YouTube says, “This year when it comes to your guests, there’s no plate or tummy too crammed. It’s time to spoil them senseless, insist they have thirds and fourths, and never, ever, take full for an answer.”

Kroger’s “The Magical Cookbook” relies on animated characters to tell a story of holidays past and the need to be fully present in those we celebrate together in 2022.

DISCUSSION QUESTIONS: What is your critique of the holiday spots from Aldi Australia and Kroger? Which retailer does a better job of connecting with its core customers while reaching out to new shoppers?

Please practice The RetailWire Golden Rule when submitting your comments.
Braintrust
"Brilliant work by both grocers."
"I laughed through the Aldi Australia spot and reached for the razor blades somewhere in the middle of Kroger’s."
"Both are great but, I don’t know about you, after the last three years I’m in the mood for some humor."

Join the Discussion!

20 Comments on "Aldi Australia vs. Kroger: The RetailWire Christmas Commercial Challenge"


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Neil Saunders
BrainTrust

It’s that time of year again!

Aldi’s advert is kind of funny in that it reflects the kind of forced politeness around taking the last serving of anything on the dining table! However it is also a bit annoying and, after a while, I expect it would start to grate. That said, Australians are a bit more irreverent so it may work well in that market.

Kroger’s advert is simply lovely and brings a tear to the eye. What I like about it is it accurately shows how central food is to happy memories. And that links with what Kroger is all about: good food. I also think there has been so much loss and heartache over these past couple of years and it is fitting Kroger gives a nod to that.

So, in this first round: my vote, along with a small tear, goes to Kroger!

Lee Peterson
BrainTrust

Both are great but, I don’t know about you, after the last three years I’m in the mood for some humor. Aldi really takes the cake between these two. I literally LOLed on the prawns bit, great stuff!

Patricia Vekich Waldron
Staff

Kroger was sweet (and a tad sad) and clearly showed how food plays a big role in relationships especially for holidays.

Aldi was annoying. We don’t need more drama. Kroger gets my vote for sure.

Georganne Bender
BrainTrust

Also, Iris. It’s the perfect song for this spot.

Richard Hernandez
BrainTrust

I know! I remember the song – it just fits.
Genius.

Dick Seesel
BrainTrust

The Kroger ad is running frequently here in Milwaukee (under the Pick N’ Save nameplate), in a 30-second version. It gets my vote over the Aldi ad, which spends so much time on slapstick that it somehow misses the “food, family, holidays” message. The Kroger ad is maybe too reminiscent of a sequence in the movie “Up,” but it delivers its message — again, “food, family, holidays” — in an emotionally memorable way.

Lisa Goller
BrainTrust

Love both spots. Aldi Australia surprises viewers as politeness descends into a Crouching Tiger Hidden Dragon rumble. This action-packed spot differentiates Aldi as discounters rumble for price-conscious shoppers. This ad may very well attract new customers to the chain.

Kroger’s tearjerker reminds us that food is love. Recipes and memories transcend time, and the love they evoke is eternal.

Brilliant work by both grocers.

Richard Hernandez
BrainTrust

The Aldi commercial was cute but it went on too long and began to make me think I was in an action film.
I saw the Kroger commercial a few weeks ago. It reminded me of my family where great memories came from sharing food during the holidays. My vote is for Kroger.

David Naumann
BrainTrust

I agree with Neil, that the Aldi commercial is more more irreverent and may not resonate as well in the U.S. but may be a good fit in Australia. For the U.S. market, I think the Kroger commercial is much more touching and more impactful, positioning Kroger as a thoughtful grocer. I vote for Kroger!

David Spear
BrainTrust

Both are very good. The Aldi commercial is quite funny, although I thought it was 15 seconds too long. You get the theme quickly, but there were too many ninja moves and not enough focus on the important subject of having seconds, thirds, and fourths.

The Kroger commercial is touching, and I like the “back-in-time” scenes, which make the story even more powerful. This is a tough choice, but my vote goes to the Kroger commercial.

Georganne Bender
BrainTrust

Sorry, Aldi Australia, I don’t like your Christmas commercial at all. It’s well done and over done at the same time.

Kroger wins for me. Any commercial that makes me cry and want to call my family at the same time is a winner.

Mark Self
BrainTrust

Depends on the viewer! If you are a “softie” (guilty) the Kroger ad is perfect it every way, especially the song. I did not think I would like it because the animation was too reminiscent of the old Christmas specials Frosty the Snowman and Rudolph (who ever heard of a Skinny Santa? Okay, I am dating myself), but it resonated with me.

If you like to laugh (guilty again) then the Aldi Australia ad is great — the first time. I think this one has a shorter shelf life — funny the first time, humorous the second time, annoying the third time.
Kroger gets my vote. Surprisingly, because before viewing the Aussies were the favorites…

Mohamed Amer, PhD
BrainTrust

Initially I found the Aldi Australia spot amusing, but it quickly spiraled into a Keystone Cops meets Jackie Chan action video. The Kroger spot communicated the power of at-home food in igniting special moments and creating new memories with special family bonds. Aldi misses the mark, while Kroger emphasizes the importance of cooking at home during the holidays.

Ryan Mathews
BrainTrust

I laughed through the Aldi Australia spot and reached for the razor blades somewhere in the middle of Kroger’s. Aldi was funny and engaging and Kroger’s — well Kroger’s was just sort of depressing. I’m not smart enough to get the full implications of being “fully present” but if it includes meditations on mortality, alienation, feeling of social rejection, etc. maybe I’d like to be a little less present at the holidays which are stressful enough for a lot of folks as it is.

Dr. Stephen Needel
BrainTrust

Both are great ads making great holiday points while pushing who they are (grocery stores). The only drawback to the Kroger ad, and this may be unique to those of us in Atlanta, is that they look suspiciously like animated Publix holiday ads. Because of that, I’ll vote for Aldi.

Steve Montgomery
BrainTrust

The Aldi action movie short and its food fight humor will likely get a lot of views. But my vote goes to the Kroger spot because it did a better job in conveying the meaning of Christmas. For that reason, I believe it will do a better job in connecting with its core customers and reaching out to new ones.

Craig Sundstrom
Guest

The Aldi spot took a good idea and ran with it f-a-r-t-o-o-l-o-n-g. The Kroger spot started out great, then I got a little confused (any ad that I only think I get is problematic) So Kroger, and yes, these were a little better. (How little we’ll not talk about.)

W. Frank Dell II
BrainTrust

Aldi was a great laugh. Overly polite is not common and welcome today. Food being the object and Aldi being a food store does connect. It does add new meaning to not taking the last item.

Kroger brought forth that holiday food is the glue that helps makes the season. While clearly someone was missing from the holiday, family recipes support the traditions. Kroger identified a wide range of products, that they sell, proving a soft connection. For humor Aldi wins but for holiday connection and product range Kroger gets the nod.

Rachelle King
BrainTrust

Aldi is very much on brand. It is also borderline frightful vs delightful. Maybe it’s best to watch 2-3 times to get past the cringing shock-factor and appreciate the humor.

Kroger went right for the heartstrings. It’s hard to miss Christmas with nostalgic animation. Excellent nod to diversity and inclusion. The music ties it all together. Is it a bit syrupy? Sure. But so is Christmas when you get to the heart of it.

William Passodelis
Guest

I like Aldi, but the Aldi commercial is annoying and I just want it to stop. In this current society where everything has to be an argument, or difficult, I am not a fan of this commercial.

The Kroger commercial fits with the season. It is poignant, heartfelt, sad, warm, sweet and brilliant. No contest!
Kroger in Ohio is showing multiple shortened versions that are all good and still have the same results. Great sentiment! Well done.

wpDiscuz
Braintrust
"Brilliant work by both grocers."
"I laughed through the Aldi Australia spot and reached for the razor blades somewhere in the middle of Kroger’s."
"Both are great but, I don’t know about you, after the last three years I’m in the mood for some humor."

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