To showcase its commitment to recognising and rewarding the hardwork of its employees Aldi’s latest recruitment campaign uses the metaphor of rising bread to showcase its pay rise for in store colleagues.

Maintaining the brand’s signature cheeky tone of voice, the latest recruitment campaign created McCann Manchester and produced by Rapport Impact, features a loaf of bread which physically grows above the billboard. The strapline states: ‘get a proper raise’, simply communicating the fact that the wages of store employees are rising, much like loaves of bread.

The campaign celebrates the supermarket’s move to increase in store staff wages by 40p per hour, as part of a commitment to honoring and recognising their hard work.

Alongside the eye-catching out of home billboards, the campaign will also feature a series of pun-tastic social posts and ads which continue on the theme of simple yet humorous food related gags.

“Just as we promise Aldi customers, we will always offer the lowest grocery prices in Britain, we are committed to being the best paying supermarket for our colleagues” explains Kelly Stokes, HR Director at Aldi. “We wanted to show, once again, how Aldi is committed to fairly rewarding its colleagues for their hard work in a way that uses our famously cheeky tone of voice which makes people stop, listen and laugh along the way."

Known for its low prices in store, Aldi is committed to promoting the idea of value through humour. Its latest campaign showcasing its appreciation for its in store colleagues further extends its message of community and value. The campaign maintains a playful tone that will resonate with shoppers and future recruits alike.

“When a client has a simple message like 'we are the best paying supermarket' you don't want anything to get in the way of it. Creatively this whole campaign was about being bold and getting as much attention as we can whilst bringing in that Aldi tone of voice everyone loves.” added Dan Noller, Executive Creative Director at McCann Manchester.