German supermarket Aldi appoints Ogilvy & Mather for China expansion

Germany-based discount grocer Aldi has appointed Ogilvy & Mather Shanghai as its agency of record to manage its market entry into China. Ogilvy will be charged with developing the brand's strategy and integrated launch communications for the market, as the company opens its first-ever digital flagship store on Tmall Global.The supermarket chain said it has ambitious plans for China, and is fully aware of the challenges ahead with introducing its products in this very crowded market."We are equally excited about the great potential of the Chinese market and consumers’ desire for high-quality products to support a more international lifestyle,""We were looking for an agency partner that understands China, has a strong track record in successfully bringing global brands into China, and is capable to support the launch of our online business," said Christoph Schwaiger, country managing director of Aldi China.Chris Reitermann, co-CEO, Ogilvy & Mather APAC said, "We are extremely proud to be partnering with Aldi in China for their market entry. Aldi is a household name in Europe and a leader and innovator in its category. We are excited to bring the brand to Chinese shoppers and believe Aldi will have a great future in China."Having opened its first store in Germany in 1913, Aldi operates across ten countries worldwide with over 10,000 stores to its name. Its new online presence in China, the company’s first-ever purely digital market entry, constitutes the tenth country in which Aldi products are sold.China is the second APAC market the company is tapping into after entering Australia in 2001.