Aldi has named Kyrsten Halley as joint marketing director, leading the discount grocer’s marketing team and strategy as it teases “exciting plans” for 2024.
Halley joins the discount grocer from her previous role as marketing director at The Flavourists, owned by UK-based food manufacturing group, The Samworth Brothers, where she also advised on group brand strategy. She will be working alongside her counterpart Jemma Townsend.
Having also spent time as Ryvita’s head of brand, Halley will now be tasked with leading Aldi’s brand campaigns and partnerships, including its flagship collaboration with Team GB and ParalympicsGB.
“Aldi has become one of the UK’s leading brands and is famous for disruptive and memorable campaigns,” said Aldi’s group marketing and communications director Nick Ridley, who has overall responsibility for the supermarket’s marketing function.
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“From Kevin the Carrot to Cuthbert the Caterpillar, and our ongoing support for Team GB and ParalympicsGB, our marketing team has been responsible for award-winning work that has driven fantastic business results,” he continued.
“Kyrsten joins Jemma and the rest of our team at a time when we are achieving record growth in the grocery sector. Popularity and demand for Aldi has never been stronger, and the team has exciting plans for the rest of this year and into 2024.”
Halley and Townsend will look to build upon the supermarket’s recent marketing success, having picked up numerous awards in the last few years for its viral #FreeCuthbert campaign.
2 Comments. Leave new
Marketing Team, I have been listening to Spotify lately and noticed that your Aldi’s ad is running nonstop. The question I have is why is it necessary to insert profanity in the ad? “Where the hell are the pickles?” This is in many cars as parents are driving kids around. They hear everything…believe me, I know, I am a teacher. Teachers hear all the home business. They copy what they hear! This line in the ad could be changed and still have impact. Looking forward to your response. Thanks.
Regards,
Maria Staggs
I was listening to the Pray.com app and an Aldi radio spot came on with a lady doing the voiceover on the commercial as she was looking for pickles and said “where the hell are the pickles!?”. Listening to a Christian application like Pray.com you’d think they would have vetted the commercials that go to air. I was so surprised I rewound the steam to be sure I heard what I heard. I’ll say this, whether it’s a Christian app or just a conventional broadcast, this dialog isn’t necessary. With a little bit of imagination you can come up with better than this.