Tuesday 8 April 2014

Aldi ‘Swap & Save’ advert banned after Asda complaint

Aldi’s ‘Swap & Save’ campaign indicates that families can make significant cuts to the cost of their weekly shopping by moving away from costly brands and supermarkets. Unfortunately for Aldi, the campaign seems to have backfired. A complaint from Asda was upheld by the Advertising Standards Authority (ASA).

The campaign claimed people could save £45 a week by shopping at Aldi instead of their regular supermarket.

Asda claim that the family in the advert did not buy the same items when shopping at the two different supermarkets. This meant the comparisons made in the advert are not accurate, while figures behind the claim of saving £45 are also debatable.


Aldi are disappointed by the ASA’s decision, stating the ‘Swap & Save’ adverts are based on the actual savings of shoppers and the overall advertising message remains true.

Aldi’s campaign may be banned but the supermarket giant remains committed to the ‘Swap & Save’ scheme. ‘We are confident that Aldi offers some of the best value and lowest prices in the UK, and that we do this every day as opposed to during promotional periods that you may find in other supermarkets.’

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