Aldi hires McCann for new UK ad push

Aldi, the German discount retailer, has picked McCann Erickson Manchester to make it a bigger player in the £115 billion UK grocery market.

The media account has moved to Universal McCann Manchester from MCS.

Budgets are undisclosed, although the company is committed to spending £500 million in opening a further 172 stores over the next five years. Sue Little, the McCann chief executive, will run the account along with a 25-strong team.

Aldi, which has 278 outlets across Britain, spends £5.6 million on advertising, according to Nielsen Media Research.

The decision to move its creative advertising business from London's Carney Richardson without a pitch is part of an effort to improve on a disappointing UK performance over the past 15 years that has seen it capture less than 1 per cent of the market.

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content