ALDI is one of the top five retailers in the world, yet it remains relatively small in France, with a market share of less than 5%—compared to over 20% in many other European countries.

Why? Largely because most French consumers either don’t know about or don’t understand ALDI’s unique discount model, which differs significantly from that of traditional French retailers. The key difference lies in ALDI’s “everyday low price” strategy, as opposed to the typical high/low pricing approach. In other words, there’s no need to wait for a promotion—prices are low every day, all year round.

One of TBWA\Paris’ ongoing challenges in France is building awareness around this everyday low price model, which becomes especially powerful—and relevant—when inflation is high.

“Back to Discount” was conceived as a native social media idea—but TBWA\Paris wanted to go beyond a typical brand activation to maximize reach and engagement with a very specific audience: dupe maniacs and micro-influencers.

Instead of taking the traditional route—investing media budget into a post or video—TBWA\Paris chose to let their audience experience ALDI’s “Everyday Low Price” positioning firsthand.

Rather than calling out people who were reselling ALDI’s products at 2–3x the original price, they did the opposite: they gave passionate consumers the chance to enjoy products—at true ALDI prices. This unexpected move resonated with our audience, prompting the reaction: “ALDI is really doing something for me!”—a sharp contrast to the typical, patronizing tone of brands telling people what’s good for them.