ALDI chooses Serviceplan again. A smart choice!

After a thorough pitch, ALDI has decided to continue its existing collaboration with Serviceplan.

Since 2021, Serviceplan Group Belux has been ALDI Belgium’s lead agency. The partnership began during the height of the Covid period, a challenging context in which both teams immediately joined forces. This strong foundation has led to a sustainable and successful relationship that still contributes today to ALDI’s growth.

Together with ALDI’s marketing colleagues, Serviceplan supported the strengthened positioning of the brand in Belgium: “ALDI, altijd slim / le choix malin” (“ALDI, always smart / the smart choice”). Since then, the agency has managed all national campaigns, as well as radio, digital, and social media communications for Belgium and Luxembourg. In co-creation with ALDI teams, Serviceplan also brought Willie Witloof to life at the end of 2021, the year-end hero who has since become a staple in the campaigns.

The joint efforts were also rewarded with several Effie Awards, a recognition of the effectiveness and creativity of the work realized together by Serviceplan and ALDI.

“The pitch gave us the opportunity to confirm our knowledge and familiarity with the brand, and to further highlight what we have already achieved together. Thanks to our proposal for a more efficient, optimized production chain, we will be able to work even more tailor-made for ALDI. We are especially proud that we can further deepen this partnership, which began during the pandemic, and continue building together with ALDI on their strong position in the Belgian market,” says Peter Vande Graveele, CEO Serviceplan Group Belux.

“We look forward to continuing the successful and efficient collaboration with Serviceplan,” says Simon Vanballenberghe, Director of Customer Strategy at ALDI. “Together we will further strengthen our strong positioning ‘ALDI, always smart’ with powerful campaigns across all our channels.”

The selection process started in April and was guided by PitchPoint.