Aldi not happy being the butt of comparison ads, taking Bargain Booze to court over ‘Aldi Shmaldi’ campaign
Aldi was given a taste of its own medicine with a campaign from Bargain Booze comparing the price of its products to that of the discounter. However, Aldi didn’t see the funny side and is suing the retailer for £100,000.
Aldi is planning to take Bargain Booze to the High Court over the campaign which kicked off in June.
Bargain Booze was playing off Aldi’s own ads which see people comparing cheaper own-brand products with more expensive better-known brands.
'Aldi Schmadli' ran in print in The Sun and regional titles, Liverpool Echo and Manchester Evening, as well as in-store posters, point of sale, and on social media with the #AldiShmaldi tag.
The German discounter is used to being on the other side of ad complaints, having regularly batted away bemoanings from its rivals over its own comparison campaigns. Aldi has argued that its “show[ing] consumers how much money they could save by shopping at Aldi” and argues that it’s doing customers a service by providing “accurate information” to make “fair and informed choices.”
However, when the shoe was put on the other foot Aldi was left unamused and wants Bargain Booze’ to pull the campaign and award it £100,000 in damages.
The Drum contacted Aldi for comment but had not received a reply at the time of writing.