Charge more and refund

“More like charge more and refund,” read one Aldi ad

Aldi has taken a leaf out of Lidl’s book by running newspaper adverts poking fun at Morrisons Match & More loyalty/price-matching scheme.

The full page ad, which appeared on Wednesday, stated: “Morrisons Match & More. More like charge more & refund.”

A follow-up ad then stated: “We believe that Morrisons’ loyalty scheme could have been a name that actually explains what it offers. Just a thought. We don’t price match. We price lead.”

Aldi joint MD of corporate buying Tony Baines told The Grocer: “We are highlighting that Aldi customers enjoy consistent everyday low prices, while shoppers elsewhere face confusing and ever-changing discounts and offers.”

However, a Morrisons spokesman suggested Aldi was rattled by its new scheme.

“We’re pleased that Aldi are so wowed by Match & More that they’ve taken out full-page ads to tell everyone about it,” he said.

“Unlike Aldi, who are offering shoppers their opinion through newspaper ads, we’re letting [customers] judge for themselves how good Match & More is.”