Aldi tells modern Cinderella story with middle-aisle romance
Discount grocer Aldi is reaching out to budget-savvy French shoppers with a new film that reaffirms the ‘discounting DNA’ of the brand.
Celebrating the rise and rise of the family business from a single store in Essen, Germany, to an estate of 1,300 stores across France alone the campaign seeks to update the retailer's image for a new generation of shoppers.
Conceived by TBWA/Paris, the fantastical film centers on a modern retelling of the classic Cinderella tale as a lovelorn clubber goes in search of the woman of his dreams by way of a lost spangly shoe.
The fruitless search eventually pays off with a trip to Aldi and the purchase of a pair of box cutters.
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Seeking to embody the spirit of discounting within a contemporary narrative the television and digital campaign is supported by social media activations by TBWA’s Mogul, all united under the banner, ‘Once upon a time, today’s Discount’.
Anne-Marie Gaultier, marketing and communications director at Aldi France, said: “The world of fairy tales is known to all which will allow us to be immediately identified and recognized whether in radio, TV or display. More than ever, Aldi is a solution that allows everyone to eat good and cheap products: that’s discounting. We are not about overconsumption, shopping at Aldi is all about the essentials with a range of 1,600 references and favoring quality over quantity: it is the brand that facilitates everyday life!”
The universal appeal of a bargain has served Aldi well, never more so than in a cost of living crisis, with appeals for shoppers to put the chain first on their grocery list.