Blog: Hannah AbdullaAldi takes swipe at Big Four with new Swap and Save campaign

Hannah Abdulla | 9 January 2014

Aldi has embarked on an aggressive campaign to draw shoppers away from the UK's Big Four supermarkets.

As value continues to be a key incentive for the British shopper, most retailers have focused on price cuts and promotions over the Christmas period in order to retain their market share, in the face of the continued growth of the likes of Aldi and Lidl.

Keen not to risk its growing customer base, Aldi has developed its Swap and Save campaign, which wants to encourage customers to shop at their regular store for four weeks before trialling the discounter for the next four weeks and comparing the prices.

In its advert promoting the launch, customers highlight savings of "45% on shopping bills", mentioning both "good quaity," and "low prices".

It is hard to ignore the discount retailer's growing confidence in both its product and the ever-evolving attitudes of its consumer.

Kantar Worldpanel recently revealed over half of the UK's households were visiting either an Aldi or a Lidl, with their prices, plus recent investment in product ranges, notably fresh food, enticing consumers. The UK's Big Four - Tesco, Asda, Sainsbury's and Morrisons - plus number five retailer The Co-operative Group are losing market share.

Quality is still crucial to some shoppers - visible through Waitrose's results - consistent-for-value stores are still proving popular with both Aldi and Lidl recording double-digit increases in sales.

This is prompting the Big Four into what Conlumino's George Scott calls "abnormal discounting to regain traction." Whether it works is a topic we'll save for another day. One thing however is for sure; Aldi's bold new ad campaign shows it is kicking off 2014 with its pricing pencils well and truly sharpened.


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