Eat from tupperware It doesn’t have to be boring. What’s more, it can even be a sophisticated experience. Or that, at least, is how they understand it at Aldi, which has created a premium version of the popular container to publicize the news in its gourmet Special range. And to do so, he has counted on Carmen Lomana.
He tupperware It is inspired by the metal bells of hotel room services
The businesswoman and television collaborator serves as ambassador for “Táper Special”, a limited edition of tupperware which is inspired by the metal bells in which the food is presented in the room service of luxury hotels. It has been created in matte stainless steel with airtight closures and a magnetic handle, and features the laser-engraved Aldi and Special logos.
The supermarket chain has presented it with an audiovisual piece that emulates the visual and narrative codes of the luxury industry. Lomana’s voice accompanies a series of detailed shots that convey the characteristics of the product and explain how its inverted design converts the opening of the container into a menu presentation.
Carmen Lomana’s choice links the product with attributes and values such as elegance and sophistication to connect with the gourmet positioning of the Special range. What’s more, when revealing the development, the brand has stated on its social networks: “A new way to elevate the everyday to enjoy your daily life. The only container SHE would use”.
In addition to lending her voice, Carmen Lomana has also starred in a humorous piece for social networks in which she illustrates the impact of the Táper Special on her eating habits. In addition, he encourages his followers to go to the supermarket channels to find out how to get one of the 9 containers that he is raffling off.
The tupperware has also been revealed with a series of vintage-style photographs that place the product in the office environment.
The campaign, worked together with the agencies Jungle MeMe and Capital Studio. It has been designed entirely for the digital environment. Thus, the reach of the message is expanded through collaborations with influencers and content creators linked to lifestyle, entertainment or gastronomy. Among them, the presenter and actress Marta Torné; Pablo Madrid, creator of Comeblog; and Eva Rojas, known for her viral video “Tápergate”.
“The Special Container serves to transport the promise of Aldi’s Special range, the power to turn any meal into a special occasion, across the entire digital and social ecosystem.“; said Elías Rodríguez, Creative Director of MeMe, in a statement from the agency. “Creating a brand asset like this allows you to carry the message from a paid product shooting to a collaboration with Carmen Lomana; adapting the tone and code to the users at all times”.
The campaign is deployed to publicize the new products that have been incorporated into Special, with a view to the Christmas festivities. Consumers will find new gourmet proposals, from appetizers to desserts, from 1.99 euros. The range is now available in Aldi supermarkets throughout Spain while stocks last.
