Retail giant Aldi has launched a new campaign marking its latest pay rise for store colleagues, defending its title as the best paying supermarket in the UK.

Aldi continues its commitment to recognising and rewarding the hard work of its colleagues, implementing its latest salary increase of 40p per hour.

Earlier this year, Aldi challenged its creative agency McCann Manchester to deliver a distinctive campaign to raise awareness and ultimately drive recruitment. The agency executed a playful cross-channel campaign that used food and cash related puns to drive home the pay rise messaging. The supermarket wanted to see this ‘cheeky TOV’ continued, and McCann Manchester delivered.

The latest OOH execution from McCann Manchester, produced by Rapport IMPACT, features a loaf of bread which physically grows above the billboard - ‘getting a proper raise’ - much like store colleagues at Aldi.

To coincide with the eye-catching build, the agency will also be running a series of pun-tastic social posts and ads which continue the simple-but-effective humorous foodie gags.

Commenting Dan Noller ECD at McCann Manchester said: “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.”

Kelly Stokes, HR Director at Aldi, commented: “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. 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."