Forget CMO or CDO, Aldi hunts chief egg tasting officers

easter eggChief marketing officers might be on the way out, and chief data officers may be hard to recruit but Aldi is unlikely to have much of a problem filling its a new post, after launching a search for three chief Easter egg tasting officers to help it promote this year’s range.

The three selected members of the British public will receive free chocolate in the form of Easter eggs, in exchange for tasting chocolate and sharing their reviews via the retailer’s social media channels.

According to Aldi, the role will involve tasting, rating and reviewing a selection of its range, which this year includes creations such as the blonde chocolate Specially Selected Exquisite Beehive Egg with honeycomb pieces, as well as the brand’s Giant Dragon Egg.

To land the role, candidates require a smart phone camera, as well as love of all things confectionary. Aldi adds that “experimental taste buds and bucket loads of charisma” will also help since the successful applicants will be tasked with creating video reviews of Aldi’s Easter egg range.

In addition to advising the public ahead of key egg purchasing season this Easter, the review videos, which will be aired across Aldi’s social media channels, will also help to inform Aldi’s chocolate buying team when planning for the supermarket’s 2022 Easter egg range.

McCann Worldgroup’s social media division Live UK has handled of the discount chain’s social activities since October 2019, when it was appointed 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 retailer is asking potential candidates to create a short audition video and sent it to the firm via email, before the March 15 deadline. Each chief Easter egg tasting officer will then receive a selection ten Easter eggs, and will be asked to review five of them on camera.

Aldi managing director of buying Julie Ashfield said: “This year, we have an exciting opportunity for three trusty Easter egg tasters to join us, and pick their favourite products from our 2021 Easter range. Their feedback will also help our buying team create next years’ showstoppers, to ensure we’re giving our shoppers what they want.

“We’ve never before had such a wonderful variety of Easter egg shapes, colours, and flavour combinations. We want to hear from people of all ages who simply love chocolate and can help showcase our innovative range. If this sounds like eggs-actly what you’ve been looking for, be quick, the deadline for applications is March 15.”

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