Aldi Shmaldi! Bargain Booze fights back

UK off-licence chain Bargain Booze is fighting back against discount supermarkets by launching an advertising campaign that takes aim at one of its biggest competitors, Aldi.

Carrying the tagline “Aldi Shmaldi”, the campaign aims to highlight that that many big brands at Bargain Booze cost the same as Aldi’s own-brand counterparts, through a lightly-mocking series of images that encourage customers to “shmile”.

The four-week campaign launched today with adverts in The Sun, Liverpool Echo and Manchester Evening News. It will also include ads on billboard posters, telephone boxes and be communication through social and digital media.

Carol Savage, chief customer officer of Bargain Booze, said: “The style of the Aldi Shmaldi campaign reflects the humour and personality of the Bargain Booze brand.

“We deliver low prices and exceptional customer service, whilst having some light hearted banter along the way. We want consumers to know that you can enjoy real quality, proven and branded products without compromising on price. At any one time we have 60% of our 1,500 alcohol products on offer, what’s not to love about that?”

Discount supermarkets such as Aldi and Lidl have been successful in taking away market share, not only from the UK’s major supermarkets, but smaller retailers and local shops, including Bargain Booze.

Aldi recently overtook Waitrose to become the UK’s sixth biggest supermarket chain with a 5.35% share of the market. A recent report by business intelligence research consultancy Future Thinking revealed that 63% of consumers were now using discounters, up 5% from the 58% in 2014.