To recruit new employees at a time of record unemployment and aggressive salary increases by competitors, Aldi brought the playful style of its consumer ads into its recruitment marketing. With a tone of voice described as being ‘the pirates not the Navy’, creative featured Aldi grocery items and humour-inducing puns, aesthetically fitting in with retail activations. The campaign increased applications by 22.1% YoY and delivered an 87% reduction in cost per application compared to using third party recruitment agencies.