Aldi has received mixed reactions to a recent tongue-in-cheek stunt that saw the supermarket’s marketing team post a parody Vogue magazine cover.
In a play on the fashion magazine’s recent Legendary cover, which marked editor Edward Enninful’s final issue, the supermarket titled the parody cover Rogue and rather than showcasing iconic women, it highlighted the discounter’s best-known products.
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Speaking about the move on LinkedIn, social media and marketing commentator Dan Knowlton sung its praises.
“Aldi’s marketing team strikes again with this absolute banger,” he wrote.
He went on to compliment its humour, how it “subtly sells” by featuring well known products from the supermarket, and described it as timely and relevant.
However, some commentators disagreed. Founder of consultancy Constellation Collective, Simon Thurston, commented: “Sadly it’s one for the creative only, in my opinion. Find it hard to believe that many people shopping at Aldi are Vogue readers. Just don’t think most of their customers will understand the irony in it.”
Others disagreed and came to the retailer’s defence.
One commentator said: “I don’t read Vogue but I do read the news and this has been everywhere…I think Aldi’s version is fab and reminds you of their previous (and hilarious – the lady with the gin for example) campaigns.”
“It also feeds into other ‘dupes’ such as Cuthbert and the well known legal battle with M&S…hats off to them IMO.”
