Aldi has taken advantage of a marketing faux-pas by rival M&S, who advertised a photo accidentally using the discounter’s own-brand wine.
M&S had used an image on its website listing a 4 seater garden table and chairs for £669.00 – however one photograph showed the item with a bottle of Aldi’s Specially Selected Côtes De Provence Blanc wine on top, alongside set of wine glasses.
Other listings also showed what is understood to be the same bottle, photographed multiple times with different garden table sets, including its ‘Luna Round Concrete Table & 4 Roma Chairs’.
The discounter took to social media to publish a tongue-in-cheek post, depicting a photo of the product listing with the caption “@marksandspencer drink Aldi wine pass it on”.
The post, which currently has been viewed 1.2m times, garnered a flurry of social media responses, with one user calling Aldi’s post “genius”.
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Another commenter pointed out the price of the original table listing, adding “twas all that could be afforded after that table splurge”.
.@marksandspencer drink Aldi wine pass it on pic.twitter.com/8NiNJIVVZP
— Aldi Stores UK (@AldiUK) April 9, 2024
Aldi also posted a link to the wine for users to buy the rosé version, which shortly went out of stock as shoppers flocked to purchase it.
It comes as the German discounter has been sued twice by the upmarket retailer in recent years, most recently over its copy cat light-up gin bottles, which earlier this year a judge dismissed Aldi’s appeal, instead ruling that the discounter did in fact infringe copyright laws.
Aldi and M&S also engaged in a dispute over the ownership of rival caterpillar cake designs, which Aldi also took a swipe at the supermarket in May last year when it compared the price of its Cuthbert the Caterpillar Cake with it’s rival’s Colin the Caterpillar Cake in a TV advert.
