ALDI Chooses Serviceplan Belgium as its New Lead Agency

ALDI Chooses Serviceplan Belgium as its New Lead Agency

Jan. 15, 2021

From May 2021, ALDI will partner with advertising agency Serviceplan Group for the realization of its marketing campaigns. Earlier in the summer of 2020, ALDI launched an agency pitch. Today ALDI announces that Serviceplan Belgium will be the new lead agency.  

With this new collaboration, ALDI wants to further harmonize and further digitize its various marketing channels. Serviceplan best met ALDI's needs through its digital know-how and knowledge of the Belgian market. In recent years ALDI has worked with The Back Room / McCann as its lead agency. In several successful campaigns it was made clear that ALDI links low prices with high quality products. ALDI is now continuing on this path with Serviceplan. The choice was made after a selection procedure supervised by PitchPoint. 

Isabel Henderick, Managing Director MarCom at ALDI, said:

“The selection of a new lead agency is fully in line with the 360 ​​° marketing approach of ALDI. For example, we recently launched our social media channels. The new lead agency will support us in further implementing and refining this approach.“


Peter Vande Graveele, CEO of Serviceplan Group Belux, added:

“We are of course very pleased that ALDI has chosen Serviceplan Belgium as a creative partner for its communication. 2020 was a year of repositioning for our agency with more integration between our experts, both internally and internationally. ALDI's plans are ambitious and our teams cannot wait to get started.”


Serviceplan Group Worldwide Executive Creative Director Jason Romeyko commented:

“This is the best news to start the year with. ALDI are well known for their creativity. Therefore, above and beyond the daily excellence we will deliver, I look forward to our Belgian House Of Communication helping the brand become the “talk of the nation”. We are grateful for this opportunity.”

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