Aldi calls out M&S advertising gaffe

Eagle-eyed discount retailer Aldi spotted that a new advertising campaign by Marks & Spencer features two bottles of Aldi wine. 

A summer furniture advertisement for Marks & Spencer has generated some unwanted attention after Aldi clocked that the campaign includes two different wines from Aldi’s ‘Specially Selected’ range as part of the lifestyle set-up.

The advert, which promotes M&S outdoor furniture, clearly shows a bottle of Aldi’s Specially Selected Prosecco Superiore Millesimato perched atop a garden table, while a bottle of Aldi’s Specially Selected Cotes de Provence Blanc crops up elsewhere.

Taking to X (formerly Twitter) to share the news, Aldi’s marketing team wrote:

“Marks and Spencer drink Aldi wine pass it on.”

In response, one X commentor quipped: “Not just any wine, this is Al Di wine.”

Another X user added: “Twas all that could be afforded after that table splurge.”

Other UK brands weighed in on the error with opticians Specsavers suggesting that the M&S ad was perhaps a case of “Rosé tinted glasses?”

M&S acknowledged the gaffe with a scathing statement that appears to imply that Aldi wine is suitable for being a “prop” only, rather than for drinking, and recommending that real wine fans should pick up a bottle of its own M&S Côtes de Provence Sainte-Victoire rosé instead.

“Sometimes you regret asking guests to BYOB,” said a spokesperson for M&S. “This one is fine for a prop but if you’d prefer to enjoy a top-quality bottle of award-winning rosé with your new garden furniture, we’d recommend our gorgeously fruity and aromatic Collection Côtes de Provence Sainte-Victoire rosé – an absolute must for lovers of pink drinks in the sunshine!”

Social media war

The two retailers have been embroiled in a social media war for some time, centred around two copyright court cases – one concerning Aldi’s imitation product of Marks & Spencer’s gin snow globe liqueur; the other regarding an Aldi copycat version of M&S’ Colin the Caterpillar, called Cuthbert.

Aldi lost its appeal in the snow globe case in February 2024, with an independent IP expert telling the drinks business the ruling was “a very welcome decision for brand owners”.

Aldi, which has recently expanded its in-store wine offering with its ‘Off the beaten track” expressions, all priced under £10, has also won plaudits for becoming the first UK supermarket for launching its own paper wine bottle.

A Shiraz and a Sauvignon Blanc from South Africa – both made from 94% recycled paperboard– hit shelves on 18 March.