McCann Manchester has got a rise out of a new recruitment campaign for Aldi.
The retail giant challenged its creative agency to come up with a distinctive campaign to underline its position as the UK’s best paying supermarket and at the same time, drive recruitment.
“When a client has a simple message like ‘we are the best paying supermarket’ you don’t want anything to get in the way of it,” said Dan Noller ECD at McCann Manchester.
“Creatively this whole campaign was about being bold and getting as much attention as we can whilst bringing in that Aldi tone of voice everyone loves.”
The resultant cross channel campaign uses “simple-but-effective” food and cash puns to “drive home” the pay rise messaging.
The highlight of the “cheeky TOV” is an out of home execution in Salford which features a loaf of bread growing above the billboard.
It was produced by rapport IMPACT.
“We wanted to show, once again, how Aldi is committed to fairly rewarding its colleagues for their hard work in a way that uses our famously cheeky tone of voice which makes people stop, listen and laugh along the way,” added Kelly Stokes, HR Director at Aldi.
