Zenith restocks its media contract with Aldi

Publicis media agency Zenith has retained its existing business with the supermarket chain Aldi.

Aldi not overcooking its agency roster, sticking with Publicis

“Zenith will remain our media partner in Australia,” an Aldi Australia spokesperson confirmed to Mumbrella.

The German chain first appointed Zenith in 2016, ending a 14-year relationship with GroupM agency Maxus (now part of Wavemaker) shortly after it missed out on Coles’ media account, which settled then with OMD.

It was a similar story this year, with Publicis Groupe finishing third in Coles’ integrated pitch, which remained with OMD and its Omnicom partners, alongside Deloitte Digital in a new Smith Street bespoke agency setup.

ALDI has continuously caught eyeballs for its left-field work with creative agency BMF, recently launching a new campaign asking Australians to buy something ‘special’ from its varied middle aisle.

Publicis Groupe also houses the media account for IGA, part of Metcash. Starcom was first appointed by the group which also contains Bottle-O, Mitre 10, Total Tools, Home Hardware, Cellarbrations and IGA Liqour.

In recent years ALDI has also become one of Australia’s most trusted brands, ranking fourth in the most recent Roy Morgan survey. Retailers consistently rank high, with competitors Woolworths and Coles taking the top two spots, with Bunnings coming in third place.

In a big year for the supermarkets, following both Coles and Aldi, it is rumoured Woolworths could soon be looking to take its media arrangement with Dentsu to market. 


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