How Aldi Nord wants to make a new start in France

Paris Aldi relies on the fairy tales of the Brothers Grimm for its reinvention in France: In an advertising photo, a woman with a red hoodie stands in front of a display with fresh vegetables as a kind of modern Little Red Riding Hood. In a TV commercial, a young man, inspired by Cinderella, finds a lady’s shoe at a party. He finally finds love with the support of the German discounter, which has so far had anything but a fresh and young image among the French.

“Once upon a time there was a discounter today” is the title of the marketing campaign launched at the beginning of April. Aldi Nord has been in France since the 1980s. At the end of 2020, the group then dared the largest acquisition in the company’s history and took over more than 500 branches of the French competitor Leader Price. For Aldi Nord, France, as the most important foreign market with currently around 1300 stores, is of enormous strategic importance.