Aldi has been taunting rivals by offering their shoppers a free bus ride to ‘Britain’s cheapest supermarket’.
The discounter placed ‘bus stops’ outside Tesco, Sainsbury’s and Asda stores in Aylesbury, Buckinghamshire, where a Routemaster stopped to take shoppers to a nearby Aldi.
The stunt was in celebration of Aldi being ranked the cheapest supermarket by Which?
The bus was painted top to bottom in Aldi’s signature colours and bore the discounter’s logo on the side, along with the words: “Officially Britain’s cheapest supermarket.”
“We’re so proud to have been named the UK’s cheapest supermarket for the second year running,” said Julie Ashfield, Aldi UK MD of buying. “We wanted to share the good news with customers and what better way than by giving shoppers a free ride to come and experience the lowest prices for themselves?”
According to Aldi, one Tesco shopper said: “How funny! This has really made my day.”
It’s thought Aylesbury was chosen for the stunt because of the logistics of the bus route between stores.
In The Grocer’s ‘Super 33’ ranking of major supermarkets on price, Aldi has been undercut three times in a row by Lidl, most recently in November. Lidl GB CEO Ryan McDonnell highlighted the results in an email to customers on 10 January, saying: “We will always offer the best value.”
Tesco and Sainsbury’s are both targeting Aldi with price match campaigns. Tesco currently offers 625 Aldi priced-matched products and Sainsbury’s has extended its campaign since Christmas, from 233 products to 310. Sainsbury’s is also marketing its campaign heavily in stores, signposting it above every aisle, as well as on some aisle ends.
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