ALDI BUN-GY SMUGGLERS

Elevating the hot cross bun from a seasonal indulgence to a cultural statement. 

ALDI hijacked Easter by partnering with Budgy Smuggler, turning the hot cross bun into an iconic, wearable statement. The Bun-gy Smugglers ignited media demand, consumer frenzy, and showcased ALDI's unparalleled knack for irreverent, impactful PR.

To cut through and leverage the deep-rooted 'bun lore,' we needed to elevate the hot cross bun from a seasonal indulgence to a cultural statement. We needed to encourage Australians to not just eat their love for buns, but to wear it with pride, sparking national conversation. 

We partnered with quintessential Aussie swimwear brand, Budgy Smuggler, renowned for its playful, irreverent tone, to create two distinct ALDI Hot Cross Bun ‘Bun-gy Smuggler’ designs for men and women. These limited-edition 'Bun-gy Smugglers' were designed to go on sale exclusively at Budgy Smuggler stores and online, timed perfectly with ALDI’s Giant Hot Cross Bun on-shelf date, well ahead of Easter. 

And the results...

• 11M+ people reached across earned and social

• 245 pieces of coverage

• 100% sell-through of the Giant Hot Cross Bun