Research - Aldi Comparison Adverts
Due to the rising costs of living, we are hoping to buy the cheapest products without losing out on quality especially with food. Over the last decade supermarkets such as Tesco, Asda, Morrisons and Sainsbury’s have been competing against each other giving customers better deals or price match promises to maintain their customers who have trusted their brands and shopped there for many years. Now over the past few years Aldi and Lidl have become more successful in building trust and a strong relationship with customers due to their cheaper prices while maintaining quality. Many thought that these two brands were selling their products cheaper as they weren’t as good and people seemed they were being judged on their social and economic class. It now seems more respectable and “normal” to shop in Aldi and Lidl as they are as good as any other supermarket.
For all of the supermarkets to get their promotional offers seen, there main method is creating television adverts, but one company that has stood out in creating successful and memorable adverts are Aldi. While the ‘Big Four’ have been at each other comparing basket prices and their own brand value ranges, Aldi has been one step ahead with its cheeky comparison advertising campaign ‘Like Brands’. One thing that Aldi do really well with in their advertising is appeal to a wide audience. Promoting products that suit a range of different audiences however keeping them all interesting for everyone with the humour, which is how people remember them.
Their ‘Like Brands’ advertising campaigns started back in 2011 when Jean Jones, 83, from Middlesborough, kicked off the trend by appearing in a comparable tea advert between PG Tips and Red Label. This advert was deemed very successful and has lead to many more ‘Like Brands’ adverts to be created over the years.
Not only have Aldi cracked it with their brand comparison but they are now entertaining viewers with spoof adverts from some of the biggest brands, like with this spoof of last year’s John Lewis Christmas ad #ManOnTheMoon.
Man on the Moon - John Lewis & Aldi’s Favourite Things
Cadbury’s Gorilla Advert & Aldi Easter Gorilla Advert
These adverts have been very popular as people are able to identify they have seen the original advert but then get drawn in to the “re-make” of the original which they will remember. These are all successful marketing and consumer buying behaviour tools to enable you to identify cheaper brands without compromising on quality.
For more successful adverts that Aldi have created I have included a link below.
http://talk.fantasticmedia.co.uk/business/top-10-aldi-supermarket-comparison-ads/
It is another coup for the discount brand, which has beaten more upmarket rivals like Tesco and Sainsbury's to sales targets and industry awards amid the rise of the thrifty weekly shop. Aldi's adverts came top of a study by Marketing magazine, which compiles a list every week of how well various firms' ad campaigns are being remembered. The magazine found Aldi's brand was the most consistently well-recalled throughout 2014 as a whole, with an aggregate score of 169 points. It was followed in the supermarket stakes by Morrisons (92 points), Iceland (81 points), Asda (59 points) and Tesco (57 points).The scores were compiled by awarding a brand ten points if it came first in a weekly ranking, nine points if it came second, and so on. Aldi's score meant it hovered on average around seventh place across the year.
Aldi won despite its adverts being banned twice last year by the Advertising Standards Authority following complaints by rival supermarket chains. This shows that adverts do not have to be well-liked to be successful, it is how the customer or viewer remembers.
