Challenger supermarket Aldi has begun a review of its creative agency requirements in Australia, placing BMF on notice, B&T can reveal.
The creative pitch is part of a periodic review by the Aldi South Group, which comprises 11 markets including Australia, UK, US, China, Germany, Italy and other European countries.
A Aldi Australia spokesperson told B&T: “Aligned with Aldi’s business model to drive greater efficiency and a unified global approach, ALDI will conduct a global creative tender for creative agency services for the Aldi South Group. Further information on the selection process and announcement of the chosen provider will be made in due course.”
Last September, Publicis Groupe won global media duties, extending Zenith’s tenure on the account.
BMF has worked with Aldi for more than two decades and has a track record for producing award-winning work.
In 2024, Aldi and BMF were named the Effies effectiveness agency and advertiser of the year, taking home the Grand Effie for the ‘Shop Aldi First’ campaign. BMF also won a handful of B&T Awards and scored a high 8.5 mark in its B&T Agency Scorecard.
Aldi’s ‘Go A Little Extra’ Christmas ad, which featured a giant gravy boat (see below), also caught the eye.
“BMF has a strong, long-standing partnership with Aldi Australia and a new contract extension in place,” BMF CEO Stephen McArdle told B&T.
“BMF intends to actively participate in the global review of Aldi’s creative agency arrangements.”
Aldi has produced award-winning work in several markets.
The supermarket’s Kevin the Carrot Christmas ads in the UK (see Kevin’s stag do spot below), created by McCann Manchester, have become as synonymous with Christmas advertising as John Lewis in recent years.
Like BMF, McCann also holds a long-term relationship with the German-headquartered supermarket.
Recently, Aldi’s top marketer, Jenny Melhuish, was named in the prestigious B&T’s CMO Power List 2026.
