Aldi’s Cinderella Story: A Fresh Take on Discount Shopping

The discount grocery chain Aldi has partnered with TBWA\Paris and director Sebastian Strasser to create a contemporary take on the classic Cinderella story in their latest ad campaign. Titled “Cendrillon,” the advert showcases a young man on a quest to find the owner of a lost sneaker left behind by a mysterious woman he encountered on the dance floor. The ad cleverly uses the Cinderella story to highlight Aldi’s commitment to offering quality products at affordable prices.

The modern retelling of the Cinderella story features the protagonist using both modern tools, like sharing pictures on his phone, and traditional methods, such as having women try on the sneaker to find the shoe’s owner. When the shoe doesn’t fit his love interest, he resourcefully heads to Aldi to buy utility cutters to modify the sneaker to fit her foot. The ad concludes with the tagline, “Welcome to today’s life. Welcome to the new consumers.“

Aiming to raise awareness and consideration for the brand in France, where Aldi launched 35 years ago, the ad employs the universal appeal of the Cinderella story. Aldi’s focus on discounting and practical living is woven into the fabric of the ad, emphasizing the brand’s dedication to providing quality products at the best price.

The ad campaign, titled “Once Upon a Time, Today’s Discount,” kicks off with “Cendrillon” airing on TV and online and will be supported by radio and social media activations from TBWA Group’s Mogul. The campaign intends to emphasize the 90% of Aldi’s brands that make up their product offerings and showcase the daily delivery of fresh fruit and vegetables to their stores.

Anne-Marie Gaultier, marketing and communications director at Aldi France, states that the brand is “not about overconsumption” but rather focuses on essentials and quality over quantity. By using the well-known fairy tale, consumers can easily identify and recognize the campaign.

The modern twist on the classic story adds a touch of realism and highlights the common passion for distinctive sneakers among urbanites. This detail helps to connect the ad to its target market and reinforces the campaign’s message of practicality and affordability.

PROS

• Relatable and engaging storytelling: By using the universally known Cinderella story, the ad creates an immediate connection with viewers, making it easier for them to relate to the brand message.
• Reinforces brand identity: The modern twist on the classic tale highlights Aldi’s commitment to offering quality products at affordable prices, emphasizing the brand’s focus on practical living and value for money.
• Appeals to target audience: The inclusion of a trendy sneaker as the plot device connects with urbanites and the target market, adding a touch of modern realism that resonates with consumers.

CONS

• Suspension of disbelief: The ad requires viewers to accept the unrealistic scenario of losing a sneaker, which may not sit well with some audience members.
• Oversimplification of the brand message: While the fairy tale approach makes for an engaging ad, it may oversimplify Aldi’s brand message and not fully convey its wide range of products and services.

Conclusion

In summary, Aldi’s “Cendrillon” ad campaign is a fresh, modern take on a classic fairy tale with an underlying message of simplicity, pragmatism, and common sense. By using the well-known story of Cinderella, the campaign successfully conveys Aldi’s commitment to offering quality products at affordable prices while appealing to today’s consumers.