Zenith and Maxus duke it out for $42m Aldi media account

Arvind Hickman
By Arvind Hickman | 28 October 2016

Discount supermarket giant Aldi wil choose between incumbent Maxus and Zenith as its media review is down to the final two, AdNews can reveal.

Final presentations have been taking place for an account with a media budget of $42 million in the past year, according to Nielsen.

Aldi is one of Maxus' largest clients and holding onto the business would represent a huge coup for the agency, which is also defending its Fiat Chrysler account in a regional review.

Zenith narrowly missed out on the Coles media business earlier this year as OMD edged it out in a three way tussle that also included incumbent UM.

Neither agency would comment on the closely guarded media review.

Aldi has grown its media spend considerably since it spent about $15 million in the 2014 calendar year. It is now considered the main challenger to the dominance of supermarket giants Coles and Woolworths, ahead IGA on the supermarket pecking order. 

In the latest Roy Morgan Supermarket Currency report, Australians spent $11.2 billion at Aldi stores in the year to September, which is up 0.5 percentage points and now accounts for 12.5% of spend across all supermarkets.

The discount store is slowly gaining on market leader Woolworths, which lost 1.4 percentage points to 36.3% of the market. Meanwhile Coles also gained 0.9 points and has a market share of 33.2%.

The brand is known for running run several quirky and award-winning campaigns in recent years, including Like Brands Only Cheaper and Supermaket Switch (see below).

A decision is expected in the coming weeks.


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