Search
Digital Media Centre
Business News
Download Image
ALDI MOCKS COMPETITOR PRICE MATCH ATTEMPTS WITH BOLD ‘CAN’T MATCH THIS’ TV AD
28 May, 2024
· The new campaign, which airs Friday 24th May, features a catchy tune to highlight the supermarket’s position as the UK’s Cheapest Supermarket [1]
· It’s not just price that can’t be matched — it’s quality too. Only Aldi has Aldi prices on everything
Aldi’s new TV ad pokes fun at competitors attempting to ‘price match’ products in ongoing supermarket price wars.
The ‘Can’t Match This’ creative, which airs Friday 24th May, 07:00am features a father and son duo who, on learning another supermarket is attempting to price match Aldi, break into song.
Aldi’s recent award wins are also cast into the spotlight, with accolades including Which? Cheapest Supermarket, Drinks Retailer of the Year, Good Housekeeping Institute Favourite and Quality Food Awards, highlighting the supermarket’s price and quality credentials.
The ad is part of a wider marketing campaign which aims to hammer home the message: Aldi prices can’t be matched – a fact illustrated by a ‘Which? Cheapest Supermarket’ wrecking ball smashing through competitor price match claims.
Following the launch, hundreds of retail cuts will be promoted under a new ‘prices hammered’ strapline, alongside the supermarket’s ‘Wine of the Week’ offer, which sees bestselling bottles reduced by up to 65%.
What’s more, savvy swap and save suggestions will also be showcased, positioning products from Asda, Tesco and Sainsbury’s alongside cheaper alternatives from Aldi.
Adding a humorous spin, the sequin clad father can be seen riding an ostrich through an orchard, before revealing an apple boasting a Good Housekeeping ‘Favourite Supermarket’ accolade.
Jemma Townsend, Marketing Director at Aldi UK, said: “We’ve seen increased attempts from other supermarkets trying to match Aldi prices but there’s only one supermarket where every price is an Aldi price.
“Competitors promoting a small number of items will never give customers the full benefits of an Aldi priced shop. But it’s not just cheaper products shoppers get with us, it’s also award-winning and high-quality products.”
Kyrsten Halley, Marketing Director at Aldi UK, added: “We hope this fun execution helps remind people – Aldi simply cannot be matched on price.”
Aldi’s ‘Can’t Match This’ campaign launches on Friday 24th May, 07:00am.
-ENDS-
For more information, please contact the Aldi Press Office on:
T: 0161 235 0300 or aldi@citypress.co.uk
Business news
ALDI BACKS CHARITY CALL FOR SUPERMARKETS TO MAKE FREE PERIOD PRODUCTS AVAILABLE IN STORE TOILETS
13 August, 2026- New Aldi-commissioned research reveals 67% of shoppers think supermarkets should provide free period products in customer toilets
- Three quarters (75%) say free period products should be as readily available in supermarket toilets as toilet paper and soap
- Aldi is backing charity partner Freedom4Girls’ call for other major UK supermarkets to make free period products available in store toilets where facilities allow.
Aldi is supporting its charity partner, Freedom4Girls, in calling for more supermarkets to make free period products available in store toilets, as new research reveals shoppers support supermarkets providing free access to essential period products.
Tina Leslie MBE, founder of Freedom4Girls and Julie Ashfield, Chief Commercial Officer at Aldi UK, have jointly written to the chief executives of major UK supermarkets, calling on them to make free period products available where store facilities allow.
The Aldi-commissioned survey of 2,000 UK shoppers found that 67% believe supermarkets should provide free pads and tampons in customer toilets, while 67% say they would be more likely to view a supermarket positively if it offered the service.
The research also found that three quarters (75%) of shoppers think period products should be treated as an everyday bathroom essential, just like toilet paper and soap, while 66% say supermarkets have an important role to play in supporting people who may struggle to access or afford them.
It comes after Aldi became the first UK supermarket to offer free period products in all customer and colleague toilets, with customers and colleagues able to take what they need, when they need it – no code word or loyalty scheme needed.
Since launching the initiative in March 2025, Aldi has provided one million free period products through its store toilets, helping to make everyday essentials such as tampons and pads more accessible to everyone who needs them.
Julie Ashfield, Chief Commercial Officer at Aldi UK, said: "Access to period products should be a basic right, not a privilege. That is why we made free period products available in our store toilets for customers and colleagues, with no questions asked.
"The latest research shows shoppers support supermarkets making period products more accessible. Together with Freedom4Girls, we’ve written to the chief executives of other major UK supermarkets, encouraging them to consider introducing free period products where facilities allow.
"This is a simple, practical step that could make a real difference to customers and colleagues across the country. These products are essential, and we believe making them freely available is the right thing to do."
Tina Leslie MBE, Founder of Freedom4Girls, a menstrual equity charity dedicated to tackling period poverty, said: "Period poverty remains a huge issue in the UK, and we’re encouraged to see Aldi continuing to use its platform to push for wider change.
"Providing free period products in supermarket toilets is a practical way to help people access what they need discreetly and with dignity. We would welcome more retailers taking similar action to help tackle stigma, affordability and access."
The findings also suggest that free period products in supermarket toilets would help tackle a range of barriers, with 69% of shoppers saying the provision would help people who unexpectedly come on their period while away from home, 58% saying it would help those who cannot afford products when they need them, and 48% saying it would reduce embarrassment around asking for or buying period products.
When asked where free period products should be made available, 56% of shoppers selected supermarket customer toilets, ahead of shopping centres, transport hubs and leisure centres.
62% also said they would expect large supermarkets to provide free period products in customer toilets, while just over half (51%) said they would be more likely to shop with a retailer that made period products freely available in-store.
Among those who have or have ever had a period, 53% said they had been caught short without period products while shopping or away from home, while 93% said they had used toilet roll, tissue or another alternative because they did not have a product available.
Aldi’s in-store provision forms part of its wider commitment to supporting communities and improving access to everyday essentials. The supermarket has also donated one million period products to people experiencing period poverty through partnerships with charities including Freedom4Girls.
Customers can also donate period products through Aldi’s in-store donation points, with items distributed to food banks and charitable organisations via its community partner Neighbourly.
ENDS
*Research carried out in July 2026 by OnePoll among a sample of 2,000 UK shoppers.
