Aldi last week launched the latest iteration of its Swap and Save campaign as the discounter seeks to capitalise on thrifty shoppers attempting to cut back in January.
The established campaign asks shoppers to complete the Swap and Save challenge - conducting a month of weekly shops in their usual supermarket before doing four comparable shops at Aldi.
As previously, the real shoppers display their surprise at Aldi’s good quality food at low prices. One exuberant shopper says the switch saved her more than £182 a month.
The customers’ opinions have an authenticity that translates well in the 20-second advert because their comments feel neither forced nor insincere. Online, the campaign is backed by further examples of shoppers’ savings and asks visitors to take the challenge themselves.
The ads, planned pre-Christmas, have also aired at a good time for Aldi because rival Asda is fiercely marketing its latest price cuts.
However, the ad lacks the humour of the retailer’s ‘Like Aldi’ campaigns that compared its products with those of upmarket rivals.
Previous ads also discussed Aldi’s sourcing credentials and including this may have been prescient because it is now a year since the horse meat scandal.
The Swap and Save advert easily communicates Aldi’s message that it is cheaper than larger rivals. But with Kantar data stating that more than half of UK shoppers visited Aldi and Lidl in the run-up to Christmas, the discounter may need to add a little flair to future iterations of this simple campaign as its proposition becomes more widely known.
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