ALDI SÜD
Creative Director for Aldi Süd’s national employer branding account.
PROBLEM
ALDI SÜD wanted to strengthen its employer brand nationally and create communication that could resonate with different audiences — from apprentices to future retail leaders — across multiple channels and formats.
SOLUTION
As Creative Director for Aldi Süd’s national employer branding account, I developed concepts, cross-channel social strategies, productions and workshop-driven formats. The work ranged from gamified social ideas such as SOME first to the Gen Z mini-series and recruitment communication for sales leadership roles.
100%
NATIONWIDE
2
CLIENT VALIDATION AWARDS WON
3
CORE SOCIAL PLATFORMS ACTIVATED in each Campaign
SOME first / Gamification Campaign A social-first employer branding concept that used gaming logic to make retail careers feel more engaging and relevant to younger audiences. Through level-based messaging, bold visuals and an Instagram AR filter concept, the campaign positioned ALDI SÜD jobs around growth, skills and reward — brought together in one clear message: Discover next-level jobs.
Gen Z takes over A social-first mini-series designed to make apprenticeships at ALDI SÜD feel more visible, relatable and relevant to a younger audience. Built around real trainees, platform-native storytelling and a lighter, more playful tone, the campaign translated employer branding into a format shaped by authenticity, participation and social media culture.
#RealTalk / Leadership in Retail Campaign A recruitment campaign for leadership roles at ALDI SÜD that combined UI-inspired design with real target-group insights to create a more credible and accessible employer message. By focusing on everyday realities, career progression and tangible benefits, the campaign translated a complex role into communication that felt structured, relevant and easy to engage with. The result was a more contemporary narrative for retail leadership, shaped by clarity, honesty and platform-native visual language.
