Aldi UK has reportedly reached the final stage of its £60m media review, with two companies making the cut.
Aldi is now expected to choose between Starcom and Interpublic’s Universal McCann. UM is the incumbent and runs the account out of its Manchester office.
Aldi has not yet confirmed the news, nor the fact that the review is taking place at all, although a spokesman told Campaign back in April that “Aldi works with a number of partners and regularly reviews the services we receive from external organisations including our media buying services.”
The supermarket’s creative work is handled by fellow Interpublic brand McCann UK, and in 2019 Aldi appointed McCann Worldgroup’s social media business Live UK to manage its social media activity. McCann Manchester picked up Aldi’s advertising account in 2005.
In June, McCann Live and Aldi celebrated the return of the supermarket’s Cuthbert cake after a protracted legal wrangle with Marks and Spencer over similarities to its Colin the Caterpillar cake by placing poster vans outside M&S stores. The posters featured cheeky taglines taglines such as “Colin all cake fans” and “#CuthBack”.
Prolific North has approached Aldi for comment.