Aldi has launched a new TV ad that takes a lighthearted dig at competitors attempting to ‘price match’ its products.
The ‘Can’t Match This’ creative features a father and son duo who, on learning another supermarket is attempting to price match Aldi, break into song. The ad highlights the discounter’s recent award wins, which include Which? Cheapest Supermarket, Drinks Retailer of the Year, Good Housekeeping Institute Favourite and Quality Food Awards.
With Tesco and Sainsbury’s having some success in halting the exodus of shoppers to the discounters, Aldi’s ad is part of a wider marketing campaign that aims to push the message, ‘Aldi prices can’t be matched’.
Following the launch, hundreds of cuts will be promoted under a new ‘prices hammered’ strapline, alongside Aldi’s ‘Wine of the Week’ offer, which sees bestselling bottles reduced by up to 65%.
Meanwhile, ‘swap and save’ suggestions will also be showcased, positioning products from Asda, Tesco and Sainsbury’s alongside cheaper alternatives from Aldi.
“We’ve seen increased attempts from other supermarkets trying to match Aldi prices, but there’s only one supermarket where every price is an Aldi price,” Jemma Townsend, Marketing Director at Aldi UK
“Competitors promoting a small number of items will never give customers the full benefits of an Aldi priced shop. But it’s not just cheaper products shoppers get with us, it’s also award-winning and high-quality products.”
Kyrsten Halley, Marketing Director at Aldi UK, added: “We hope this fun execution helps remind people – Aldi simply cannot be matched on price.”
NAM Implications:
- You have got to admit that ‘every price is an Aldi price’…
- …could be quite compelling to those in need.
- This is something the mults could have embraced 30 years ago when Aldi dared to enter the UK.
- i.e. Given the 70,000+SKU offerings of the time…
- …any mult could have dedicated a couple of aisles to replicating the entire discounter range…
- …and preserved their one-stop-shop positioning.
