HEB Pushes Aldi To Change its Claims in Ads

Adi YoutubeGerman hard discount grocer Aldi has been advised by the National Advertising Division, a self-regulatory unit administered by the Better Business Bureau to revise ads on print and YouTube ads.

The retailer boasted in print in Texas that shoppers could save up to 50% on their groceries by shopping at Aldi instead of Walmart, Kroger, and HEB. They also ran nationwide print ads and YouTube videos featuring bloggers and consumers posting videos which included the on-screen claim “really do save up to 50%* by switching to Aldi,” but the asterisk didn’t link back to any disclosures.

HEB challenged the ads arguing that Aldi’s ads included claims regarding discounts which were based on comparisons between Aldi’s own private brands and national brands. HEB argued the claims did not consider their entire private brand portfolio and which includes three competing private brands for most of the products advertised by Aldi. When appropriate comparisons are made HEB’s prices are either similar to or cheaper than Aldi’s.

Siding against Aldi, the NAD that the retailer “ensure that future price comparisons define the basis of comparison, is limited based on the scope of the comparison.” They added that if Aldi is comparing its prices to those of competitors that sell their private brand products, Aldi should “avoid the implication … that the competitor does not make a private label product.”

Aldi plans to follow the recommendation, but will also appeal the decision to the National Advertising Review Board, according to the NAD.

 



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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.