Recently, Aldi has started TV brand advertising here in PA, one of their biggest US markets. I was actually shocked by how incredibly core to the store moral their ads are - they literally brag about their smaller sku count, small stores, no cart pushers, and no loyalty cards.
The tag line is 'Because, everything we don't do, is for you.'.
This approach is called "Intelligent Refusal" of product selection, when profit:price:customer value ratio trumps any popularity concerns for stocking that product. From the Sol Price (costco) school of thought.
I think it works because they recognize you don't have to delight the end-user as much as the purchaser, the end-user can just ask for more of another product to fix any short comings like dryness or lack of taste.
Here is the over the top holiday ad: https://www.youtube.com/watch?v=VUWqmctnWa8&ab_channel=ALDIU...
The newer non-holiday ads are more direct to the point on the checkout efficiency.
If I didn't know better, I would say they were working with TBWA\Chiat\Day or re-incarnated steve jobs to run their ad campaign.
Edit: It is a Leo Burnett Campaign.