Discount grocer Aldi is poking fun at its competitors with a new ad going all-in on those relying on price matching in the ongoing supermarket price wars.
Tesco, Sainsbury’s, Asda et al are all told ‘You Can’t Match This’ by a father and son duo who – on learning another supermarket is attempting to price match – break into a reworked version of MC Hammer’s ’90s hit U Can’t Touch This.
And yes, they are wearing suitably baggy trousers to do so.
The irresistible 90s earworm is a fun touch as Aldi’s latest ad – suitably named ‘It’s Scanner Time’ – highlights its position as the UK’s cheapest supermarket.
This fact is neatly illustrated by a wrecking ball labelled ‘Which? Cheapest Supermarket’ smashing through various competitor price match claims as the sequin-clad father rides an ostrich through an orchard, before breaking open an apple to reveal a Good Housekeeping ‘Favourite Supermarket’ accolade.
Subtle it ain’t.
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Launching today (24 May), the ‘Can’t Match This’ creative is part of a wider marketing campaign created to ‘hammer’ home the message that the discount supermarket’s prices can’t be matched.
Following the launch, hundreds of retail cuts will be promoted under a new ‘prices hammered’ strapline. Swap and save suggestions will also feature products from Asda, Tesco and Sainsbury’s being directly compared against cheaper alternatives from Aldi.
The ad also highlights the quality of Aldi products by showcasing a raft of recent award wins, including Drinks Retailer of the Year, Good Housekeeping Institute Favourite and Quality Food Awards.
“We’ve seen increased attempts from other supermarkets trying to match Aldi prices but there’s only one supermarket where every price is an Aldi price,” said marketing director Jemma Townsend.
“Competitors promoting a small number of items will never give customers the full benefits of an Aldi priced shop. But it’s not just cheaper products shoppers get with us, it’s also award-winning and high-quality products.”
