Supermarket giant, Morrisons, has caused fifteen complaints since it aired their new price matching campaign, Match & More. The scheme, launched in October 2014 by Morrisons chief executive Dallon Philips, claims that they can price match with rival stores, Aldi and Lidl, with the TV advert stating that they are the only supermarket chain that does so.
Out of the series of complaints, Aldi are leading the way by contacting the Advertising Standards Authority (ASA), where an investigation is to be taking place. A spokesman for the ASA advised that the TV advert does not make everything perfectly clear, adding that it advises you need to spend at least £15 before the price matching can take place. Furthermore, it does not clearly state that shoppers will not be rewarded with a cash refund, rather in the form of points.
In retaliation to this controversial advertisement, both Aldi and Lidl created their own adverts to poke fun at Morrisons. Lidl were the first one to start, titled “Morrisons have found a way to price match Lidl’s prices”. What follows is a long list of instructions, explaining the complicated process of claiming your refund back through the price match. The advert ends with “Or you could just go to Lidl”.
A spokesman for Morrisons has said that these adverts seem to be showing that it has shaken things in the market, helping them to gain more exposure.
The loyalty card campaign was originally introduced when Morrisons saw their sales on a decline.
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