‘Whimsical’ ALDI ad for steak wins Round 4 of the Siren Awards

A radio campaign advertising ALDI’s porterhouse steaks has taken out Round 4 of the Siren Awards.

Commercial Radio Australia (CRA) said the “whimsical” campaign by BMF creatives Roy Leibowitz and Chris Wilson imagines the sound of fresh produce migrating to the supermarket to remind consumers the products are Australian-grown and affordable.

It won Best Single Ad, while an iteration for broccolini won the Craft Award for sound engineer Liam Annery from Rumble Studios.

Leibowitz and Wilson said the campaign was inspired by bird watchers during a walk in Centennial Park.

“That got us talking about if bananas migrated by flying in a V formation. It was a natural progression from there,” they said.

“Simplicity is important to every commercial, but particularly on radio. It’s also important to interrupt the listener in a way that rewards them, they need to get more out of it than just a message. A discovery, a laugh, a shake of the head.”

Joan Warner, CEO of CRA, said: “BMF’s work was recognised for its creativity and shows how radio can be effectively deployed to stand out and capture attention.”

Two other campaigns were highly commended – Special Group’s ‘The Temple of Dry’ for CUB by creative Harry Stanford; and Isobar Australia’s ‘ResApp Health’ for SleepCheck, by creative Patrick Anderson.

In the Single Ad category, ‘Next time you say’ for Make Smoking History by Gatecrasher creative Adam Barker was highly commended. ‘Broccolini’ and ‘Fuji Apple’ from the ALDI Great Fresh Food Migration campaign were also highly commended in the Single Ad category, while ‘Fuji Apple’ and ‘Porterhouse Steak’ by Liam Annery were highly commended in the Craft category.

Sound studio Risk Sound was also highly commended for the ad ‘Turbo Therapy’ for Suzuki.

The awards seek to recognise outstanding radio advertising.

A campaign to protect Western Australia’s Ningaloo Reef won Round 3 of the 2021 Siren Awards, being awarded the Single, Campaign and Craft categories.

Round 5 of the 2021 Siren Awards is now open, with entries closing on February 9, 2021. The 2021 Gold Siren winner will be announced in May 2021.