Discount grocer Aldi is heading for a High Court showdown with UK budget retailer Bargain Booze in a dispute over a challenging advertising campaign. Aldi has taken exception to the ads and has filed a claim in the High Court in London to demand an end to the campaign as well as £100,000 in damages.
Bargain Booze launched its Aldi Shmaldi advertising campaign in June in which it compared Aldi’s prices for Private Brand products with Bargain Booze’s prices for name brands. The ads were a humorous play on Aldi’s own advertising campaign.
At the launch of the campaign Bargain Booze’s owner Conviviality Retail’s chief executive Diana Hunter said: ‘This is just giving an alternative view to the successful Aldi campaign. ‘The brands are out there and we want to remind customers of that choice, and we’ve done it in a slightly cheeky way.’