Aldi lashes out at Morrisons' Match & More scheme with brazen print ad

Aldi has created a print ad campaign that aims to undermine Morrisons' Match & More loyalty card, using a mocked up image of the card and the words "Morrisons Match & More? More like charge more and refund".

Aldi: takes a swipe at Morrisons' Match & More loyalty scheme
Aldi: takes a swipe at Morrisons' Match & More loyalty scheme

The discounter has developed two print ads that take a swipe at the supermarket's loyalty card, which was launched in October and is the first to "price match" against Aldi and Lidl.

The second ad features a mock-up of the card with the words "charge more and refund" in the style of the logo. A provocative message follows aimed at mocking the card.

It reads, "We believe Morrison’s loyalty scheme could have been given a name that actually explains what it offers. Just a thought.

"We don't price match. We price lead."

The discounter looks to be following in the footsteps of its fellow German discounter, Lidl, which launched a full-page print ad in October reminding customers that they could simply shop with Lidl instead of claiming back the cost of a more expensive shop through loyalty points.


Brand: Aldi

Agency: McCann

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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