When walking down a grocery store aisle could lead to the altar


Aldi, a global grocery chain store, is playing wedding planner for one lucky US couple. Photo: AFP

Anything is possible in the United States, even getting married in a supermarket. Aldi has just made a savvy marketing move that might have quickie Las Vegas weddings looking old-fashioned.

If you ever dreamed of saying yes to your better half in between the produce section and the cookie shelves, Aldi is making it a reality.

What role should brands play in our daily lives? In a BrandAsset Valuator report published in 2020, we learned that brands become powerful when they have the ability to connect to consumers' lives and maintain a conversation with their customers.

With social networks – and now the metaverse – providing them with a gigantic platform for rolling out their strategy, some leave an indelible mark on the lives of consumers.

Literally, in the case of the Subway sandwich chain, which recently offered fans the chance to get a tattoo of the brand's logo in exchange for free sandwiches for life or a year (for a smaller tattoo).

Now it's the US branch of German grocery stores multinational Aldi that is getting closer to its customers by taking on the role of wedding planner for a couple of them.

The operation, which only concerns the American market, consists of organising a wedding amidst its store shelves, or rather those of its model flagship located in Batavia, Illinois.

A company employee will perform the wedding ceremony. From the fresh produce department to the frozen food section, all the store's spaces will be transformed into a wedding venue capable of hosting up to 50 guests.

All the details have been thought out, including a photoshoot by a professional photographer to immortalise the day as well as wedding favours.

As for the catering, Aldi will use its flagship products to serve appetisers and provide a branded, tiered wedding cake.

According to US media Today, the retailer will also provide for the bride's hair and makeup.

Of course, the newlyweds won't go away from their big day without a gift. The grocery retailer will offer them a year of food shopping.

Lovebirds who dream of saying yes to each other with a cash register and shopping cart in the background need only tell their love story and explain why it is special in order to have a chance of becoming the lucky couple to benefit from this marketing move.

The retailer has also indicated to Today that the operation could be renewed down the line. Only the first 500 entries will be studied by Aldi in their quest to find the winning couple. – AFP Relaxnews

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