Aldi hires agency for expanded UK consumer comms brief

Aldi has expanded its remit with Clarion Communications to cover all its consumer comms in the UK, PRWeek has learned.

Aldi hires agency for expanded UK consumer comms brief

The move means Frank PR has parted ways with the supermarket group for retained work after less than a year, although it will still handle projects for Aldi.

Clarion has handled PR for Aldi's special buys, beers, wine and spirits ranges for the past eight years.

The agency's brief has now been extended to also include press office and communications for Aldi's grocery business, its Mamia parenting brand, and health and beauty products. Comms for those elements had been handled by Frank since late 2019, when it took over from Red Consultancy.

PRWeek understands Clarion was appointed without a competitive pitch.

An Aldi spokesperson said: “We have consolidated our consumer press office with long-standing and valued agency partner Clarion. Our great relationship with Frank continues and we will be working with them on a campaign basis.”

Clarion chief executive Amanda Meyrick said: “It is testament to the team’s fantastic work for Aldi over the past eight years that our remit continues to grow. Our relationship with Aldi is extremely collaborative and this partnership approach (as well as a bit of creative genius!) is what continues to drive amazing results.”

Frank managing partner Alex Grier said: “We’re very proud of the work we’ve done with Aldi and look forward to delivering some game-changing campaigns.”

Rival supermarket Morrisons recently took a similar step by consolidating its consumer PR work with one agency (The Academy).

Last week Aldi, which marks its 30th anniversary in the UK this year, said it would invest a record £1.3bn over the next two years in new and upgraded stores, distribution centres and further innovations as it opens about 100 new sites.

The Germany-based retailer generated revenue of £12.3bn in 2019 across its approximately 890 UK stores. It employs about 36,000 people across the UK.

Aldi's UK corporate comms is handled by Citypress.

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