Aldi mocks Morrisons with 'Charge More and Refund' campaign

David Prior's picture
by David Prior

Aldi has taken a swipe at rival Morrisons with a print ad campaign mocking its Match & More loyalty card.

The Bradford-based retailer launched its new card earlier this month, becoming the first of the big UK supermarkets to price-match Aldi and Lidl.

Aldi's mocking ad Aldi's mocking ad

One ad, created by its agency McCann, uses a mocked-up image of the card alongside the words, "Morrisons Match & More? More like charge more and refund".

A second ad features a mock-up of the card with the words "charge more and refund" in the style of the logo. The message below reads: "We believe Morrisons' loyalty scheme could have been given a name that actually explains what it offers. Just a thought. We don't price match. We price lead."

Lidl took a similarly mocking line with the supermarket last month, running a full-page print ad comparing the cost of shopping with it to claiming back the cost of a Morrisons shop through loyalty points.

Enjoyed this? Get our latest updates in your inbox every day

Subscribe to Prolific North’s morning newsletter to keep up with all the most important things going on in your sector.