Aldi is taking a dig at rival supermarkets in a new campaign which highlights that shoppers do not need to sign up to a complicated loyalty scheme to access low prices at its stores, because they can get bargains every day “no points, no cards, no faff”.
The German discounter, which remains the only top UK supermarket chain not to run a loyalty programme, insists its only commitment is to low prices, and that is why it has been “Which? Cheapest Supermarket” five years running.
Devised by McCann Manchester, the activity will run across OOH, print, radio, digital and social.
Aldi holds around 11% of the UK market, making it the fourth largest in the UK, behind Tesco, Sainsbury’s and Asda.
So far this year, the retailer claims to have made £122m worth of price cuts, covering 500 individual lines across fresh and frozen food, cupboard staples, household essentials and personal care products.
Aldi UK marketing director Kristin Sonfield said; “Aldi is loyal to customers not cards, and you’ll never need to join an app to access our low prices.
“At a time when pockets are squeezed and every other supermarket is focused on creating extra barriers to better prices, we’re just committed to bringing low prices to everyone. No app needed.”
McCann Manchester executive creative director Dan Noller added: “It is about faff, but there’s more of a moral thing here too: Consumers aren’t daft, they’re getting wise to tactics of supermarkets inflating prices only to drop them again through loyalty apps.
“With everyone feeling the pinch right now, it’s great to work with a brand that stands for doing the right thing by offering quality at the lowest prices without making people jump through hoops like spinning wheels, joining clubs, or collecting points.
“We’re excited launch a campaign that confidently tells people to forget all the faff.”
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