Aldi has encouraged shoppers to ‘swap your old January to an Aldi January’ with the latest instalment of its Swap and Save campaign.
The campaign is hosted on a dedicated website where users can sign in with their email address to find out how much they save with each shop, track these savings and share them on online using the hashtag #aldichallenge. .
Since it launched four days ago over 300 people have compared Aldi shopping bills against Sainsbury’s, Tesco, Morrisons and Asda.
The supermarket's previous ‘Swap and Save’ activity has come under fire from the Advertising Standards Authority (ASA).
Aldi’s initial TV ad for the campaign was banned back in May 2014 when Asda complained that it was misleading to consumers. On 1 January 2015, the TV and print ad was banned by the ASA following additional complaints from Tesco.
Tesco said the weekly shops highlighted in the advert were not compared on a like-for-like basis, and added that the explanatory information in the adverts was not prominent enough. It was also claimed Aldi exaggerated how many people had taken part in the challenge.
For the #AldiChallenge campaign, Aldi states that the savings are “based on a comparison of Aldi products against premium brands […] Other supermarkets may sell ‘own brand’ products at different prices.”
This includes Aldi brand products such as The Cheese Emporium soft cheese, Solesta olive oil, and Mamia baby bath compared with premium products from rival supermarkets such as Philadelphia soft cheese (from Morrisons), Fillipo Berio olive oil (from Tesco and Sainsbury’s) and Johnsons baby bath (from Asda).