McCann Worldgroup has strengthened its grip on the Aldi marketing business with the appointment of social media division Live UK to handle all of the discount chain’s social activities, following a pitch.
McCann Manchester first scooped Aldi’s creative account in 2005, but the business has been spread across McCann UK network since a repitch in 2016.
The group also handles digital and in-store business while UM is in charge of media planning and buying. Live UK will be responsible for all organic social media and content work, collaborating closely with Aldi’s in-house team. The programme will include “always-on” activity, brand campaigns, and influencer management.
At the last count, Aldi had 1.7 million followers on Facebook, 434,000 on Instagram and 381,900 on Twitter.
In the run-up to Christmas last year, Aldi was crowned the most engaged brand on Instagram, thanks to its Kevin the Carrot campaign. Aldi reportedly beat off 15 competitors – including M&S and John Lewis – between December 8 to 15 to land the top spot.
McCann Worldgroup UK chief executive Mark Lund said: “We are delighted to have won this high profile assignment that further strengthens our partnership.
“Aldi are a great social brand and we are confident this will enable us to drive further growth for Aldi through even tighter integration of campaigns across every touchpoint.”
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