Aldi, the UK’s fastest-growing supermarket chain, has appointed Bristol-based employee engagement specialist Synergy Creative to support internal communications with its 36,000 staff across the UK and Ireland.
The partnership, secured by Synergy Creative following a competitive pitch, includes support with Aldi’s internal communications strategy, creative campaigns and measurement. 
It is the first time Aldi has brought in an agency to work on its internal communications.
The German-owned chain operates more than 830 supermarkets across the UK with a target of 1,200-plus stores by 2025.
Since 2010 it has more than doubled its share of the UK grocery market to 8.1%.
Aldi communications director Richard Thornton said: “We have seen a huge amount of growth in the last few years and this expansion is driven by our people, so it is more important than ever to ensure we are communicating well with all colleagues across the business.
“We were looking for an agency that could act as an extension to our internal communications team and Synergy Creative was the perfect fit. Their team’s expertise in bringing internal comms to life in creative and measurable ways made them stand out.”
Synergy Creative already works with rival discount supermarket Lidl, which is also expanding rapidly in the UK, along with other blue-chip clients such as Argos, Vodafone, ODEON Cinemas Group and Simplyhealth.
Synergy Creative client services director Emma Holland said: “We are delighted to be working with such a fast-growing and brilliant brand. We’re all Aldi regulars, so to be collaborating so closely with the brand is an exciting opportunity for all of the team at Synergy.”
Synergy Creative has won a host of awards so far this year, including eight Internal Communications and Engagement Awards, and has also won a number of new clients and made several key hires into the team.
