Aldi Shmaldi is a new “cheeky” campaign launched by British off-licence chain Bargain Booze, in response to value supermarket Aldi’s price comparison adverts. The small chain said that it wants to let its customers know that they can also enjoy quality brands at the same low prices as the value supermarkets’ products.
Full-page Bargain Booze adverts featured in today’s The Sun as well as in regional titles such as the Liverpool Echo and Manchester Evening News which showed the prices of two drinks, one branded, compared with an unbranded Aldi product under the heading ‘Aldi Shmaldi’.
CEO of Bargain Booze Diana Hunter, cited that the “For People Who Like Bargains and Brands” initiative is about reminding customers that they do have a choice, even at a more affordable price. “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. It is a nice way of play it back from another perspective and just reminding customers actually there are choices here,” she added.
Carol Savage, Chief Customer Officer said: “The style of the ALDI SHMALDI campaign reflects the humour and personality of the Bargain Booze brand. We deliver low prices and exceptional customer service, whilst having some light hearted banter along the way. We want consumers to know that you can enjoy real quality, proven and branded products without compromising on price. At any one time we have 60% of our 1,500 alcohol products on offer, what’s not to love about that?”
Hunter added “With Bargain Booze, customers can enjoy the branded products they love at great prices along with a choice of an extensive range of off-licence and convenience foods. Bargain Booze aims to be the best value local off-licence and top-up retailer of choice in the eyes of our customers, and I believe this campaign shows our continued commitment to delivering our customers fantastic choice and value.”
The advert will also be on posters at bus tops and billboards close to the shops, mainly in the North of England where Bargain Booze has a larger presence. Additionaly, the campaign will feature on social media sites such as Facebook in the upcoming few weeks with variations on Aldi Shmaldi, promoting some of the other 1,500 brands that the chain stocks.