Maja Pawinska Sims 21 Nov 2019 // 2:50PM GMT
LONDON — Supermarket chain Aldi has chosen Frank as its retained consumer PR agency in the UK after a competitive pitch, the Holmes Report can reveal.
Red Consultancy had held Aldi's consumer and social media account since July 2017. The social media brief is now being handled by Live UK, the social media division of McCann Worldgroup. Red took over from Weber Shandwick, which had handled Aldi’s consumer, account for the previous eight years, and had also led on corporate communications and social media.
Frank will be handling PR and communications, including press office, related to the main grocery area of Aldi’s business, its Mamia parenting brand, and health and beauty products.
Live UK will be responsible for all social content including influencer management. McCann Worldgroup already handles Aldi’s advertising, digital, instore, and media planning and buying.
Ongoing areas of focus for Aldi – now the UK's fifth largest supermarket, with over 840 stores and an 8% share of the grocery market – include its value messaging and “swap and save” campaigns, as well as the “Kevin & Katie Carrot” Christmas campaigns.
The consumer account is being led by Frank managing partner Alex Grier, reporting into communications manager Kailee O’Brien and communications director Richard Thornton.
Grier confirmed the win and told the Holmes Report: “We've been huge fans of the brand, the products and Kevin & Katie for a long time and carrot wait to get started.”
Aldi's corporate communications agency in the UK is Citypress, which has held the account since 2015. Clarion Communications is also on the agency roster, with responsibility for special buys and beers, wines and spirits.
The retailer recently appointed Synergy Creative as its employee engagement partner to support internal communications with its 36,000 employees across the UK and Ireland.