Aldi Sues Bargain Booze Over ‘Cheeky’ Ad Campaign

Ald SchmaldiDiscount 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.’

Please follow and like us:
Previous articleSainsbury’s Launches In China through Alibaba
Next article7-Eleven Takes Home Coffee
Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.