Aldi is looking to entice job applicants with the latest iteration of its long-running out-of-home campaign that looks to create a distinctly quirky brand identity.
Developed by creative agency McCann Manchester, the execution features a giant loaf of bread growing out of a billboard with the bakery-inspired copy “Get a proper raise”.
“Just as we promise Aldi customers we will always offer the lowest grocery prices in Britain, we are committed to being the best-paying supermarket for our colleagues,” Aldi HR director, Kelly Stokes said.
“We wanted to show, once again, how Aldi has 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.”
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The playful creative challenges potential job seekers to try out a career with the German firm and is set to be supported by a suite of social media assets.
It comes as Aldi aims to recruit more than 1,700 workers by the end of 2023 as it continues its rapid expansion plans.
McCann Manchester creative director, Dan Noller added: “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. This whole campaign was creatively about being bold and getting as much attention as possible while bringing in that Aldi tone of voice everyone loves.”
The activation follows on from Aldi’s recent wine-dispensing billboard that made quite a stir around National Rosé Day in mid-June, located in the heart of Manchester’s St Ann’s Square.
