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Creative Creative Works OOH

Will Aldi’s bread billboard get a rise out of job applicants?


By Amy Houston

August 17, 2023 | 3 min read

The latest campaign marks a 40p pay rise for store colleagues, cementing it as the best-paying supermarket in the UK.

Aldi - 01

Aldi OOH ad campaign / McCann Manchester

At the start of this year, supermarket chain Aldi tasked its creative agency McCann Manchester with delivering a distinctive campaign to raise awareness and drive recruitment. What resulted was a playful cross-channel campaign that used food and cash-related puns to drive home its message.

In the latest iteration, a mammoth billboard featured a loaf of bread that appears to grow above the billboard.

Kelly Stokes, HR director at Aldi, said: “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. 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.”

To coincide with the eye-catching build, a social media campaign will also be laden with puns and foodie gags.

Dan Noller, executive creative director at McCann Manchester, 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.”

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