Aldi’s [read: McCann Manchester’s] wit is wonderful. This time it has been used to make a recruitment campaign stand out. At the same time, it underlines the brand’s friendly relationship with its customers.
The Aldi shopping list billboards feature a giant handwritten shopping lists tacked onto special build billboards, with the comment, “Went in for milk, left with a new career.” It may be a tried-and-true joke, but “I went in for milk and came out with a handful of purchases”, understands both customer behaviour and joins in customer humour. The billboards are also unignorable – so much more than a conventional recruitment ad.
The shopping lists on Aldi’s billboards are, in fact, a list of the salaries and benefits of the roles it is advertising.
The Aldi shopping list is running across the UK including Manchester, Birmingham and London.
Credits:
Creative Agency: McCann Manchester
Creative Lead: Sean Carey
ECD: Dan Noller
Copywriter: Conrad Robson
Media planning & buying: Rapport
