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.