35 years ago, ALDI opened its first store in France and the Albrecht family continued to expand its Discount invention outside Germany (ALbrecht DIscount). Today, with 1,300 stores and more than 16,000 employees in France, ALDI keeps up with the times and its unique distribution model responds more than ever to people’s lives today. The new page in ALDI communication turning at the beginning of April aims precisely to reaffirm the brand’s discounting DNA with a fresh breath of modernity. The new brand film conceived by TBWA\Paris projects ALDI into a universe that richly evokes fairy tales and legends that are part of our shared culture. The film draws on the timeless story of Cinderella to better reinterpret it, reinvent it, and make it relevant to today's lives that are all about simplicity, pragmatism and common sense. It is therefore the very image of Discounting as invented by ALDI! This film, which will be broadcast on television and digital, is the first chapter of ALDI's new brand strategy, whose media plan is orchestrated by the Cospirit agency.