Aldi South Group, part of the supermarket chain that operates in 11 markets including the UK, is set to launch a review of its creative agency requirements.
Campaign understands Aldi South Group will be looking for a network partner.
Local agencies from the selected network will handle the account in Aldi South Group’s individual markets.
The review will cover Germany, Austria, Switzerland, Slovenia, Hungary, Italy, UK, Ireland, US, Australia and China.
The tender is not yet in process but Campaign understands UK incumbent McCann Manchester will be invited to repitch.
McCann Manchester has worked with Aldi in the UK since McCann Erickson Manchester won the business in 2005.
The shop retained the business following a competitive pitch in 2016.
McCann Manchester has created work featuring Aldi’s mascot Kevin the Carrot since 2016. The crunchy character first appeared in the supermarket’s Christmas campaign “Christmas carrot."
Kevin has gone on to appear in Aldi festive films such as “Kevin the Carrot and the Wicked Parsnip", “Home alone”, “Kevin and the Christmas factory” and most recently “Kevin the Carrot's stag do has gone pear-shaped!”
The Christmas mascot even made an appearance in a summer campaign for the Paris 2024 Olympic Games.
In December 2025 Pablo won the Aldi Ireland creative account.
Campaign has approached McCann Manchester and Pablo for comment.
Aldi declined to comment on the review.
In September 2025 Aldi appointed Publicis Media to its global media planning and buying account following a competitive pitch.
Source: Campaign UK
