ALDI now has its own end-of-year hero in its ranks. His name is 'Gaston le Chicon' or ‘Willie Witloof’, a small and cute Belgian chicon who has lots of adventures and helps consumers during the end-of-year period by giving them help and advice. 

Gaston the Chicon not only helps with the composition of the festive menu, but also with the decoration or the choice of a matching wine. So he plays an important role at the table and in ALDI's end-of-year campaign.

"The choice of a chicon as the end-of-year hero is deliberate," says Isabel Henderick, Managing Director Marketing & Communication at ALDI. "It is a healthy, deliciously fresh, home-made and festive product. All of these features are combined in one product, making it the perfect embodiment of what ALDI stands for: Our parties, smart and cheap.

In addition to the Rolling Adventure and Christmas Adventure TV spots, Gaston/Willie also shines in the digital media and social media versions, the website, in print, out of home, POS, radio spots and much more.

In the different formats, Gaston/Willie plays the main role and turns the holiday season into a complete success, all in a friendly and accessible way. In the Rolling Adventure clip, it all starts in the ALDI supermarket, where he has the craziest adventures on the checkout counter, which fortunately end in a happy ending. In a later episode, Gaston the Chicon finds himself on the party table. In this clip, called Christmas Adventure, he tries to save the Yule log from melting to death in a playful - but heroic - way so that the party can end on a festive note.

The Gaston le Chicon/Willie Witloof campaign is the result of a well-oiled collaboration between ALDI, Serviceplan, the social media agency Pivott, the Full Service agency BOA, the production company De Machine in collaboration with Divide, and Tabas for the photography.