Flipping the Script
Ever heard of the Flemish expression "van den ALDI"? Often thrown around as a playful jibe at something cheap or of inferior quality. Well, hold onto your carts, because we're here to shake up that narrative!
#vandenALDI
With a colossal presence in our nation, ALDI stands tall as a mega employer. Yet, a quirky twist exists. There's a mismatch between the popular perception of ALDI as an employer and the real, gold-standard benefits they offer. Enter stage: our nation-spanning employer branding campaign—
a first of its kind for ALDI.
Myth busting baby
Common beliefs about working at ALDI often revolve around salary, commute, work environment, and career opportunities. Interestingly, ALDI excels in all these areas, making them the central themes of our branding initiative.
This campaign catered to everyone - from those working the shop floor and warehouses to
the corporate offices. Messages were tailored to each group. In the French-speaking regions,
we aligned the campaign with ALDI’s consumer-facing motto, ‘Le choix malin’, introducing it
as #ÇaCestMalin.
How we rolled
Our campaign was everywhere – from bus stops to the digital realm. We used out-of-home advertising, coupled with engaging online content across TikTok, Snapchat, Facebook, Instagram, LinkedIn, Google, and news platforms. The highlight? Real ALDI employees took center stage in all our promotions. We even initiated interactive polls on TikTok and Facebook.
Following our awareness drive, we launched recruitment campaigns for key positions. The results were evident – in just the first week, over 360 candidates lined up to join the ALDI family.
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