Complaint over Aldi advert
MORRISONS HAS made a formal complaint about rival Aldi’s newspaper advert which compares its prices with Morrisons and claims to be almost 40 per cent cheaper.
The grocer has complained to the Advertising Standards Authority which will assess the case before it decides whether to launch an investigation.
Morrisons said that Aldi’s latest advert is unfair as it compares Aldi’s own- brand products with branded goods.
The newspaper advert was a direct response to the launch of Morrisons’ ‘ Price Crunch’ initiative.
Morrisons claims that Aldi is comparing well- known brands such as Heinz Tomato Ketchup and Tropicana fruit juice with Aldi’s own label brands.
Aldi said its own brand products compare favourably with brands.