# 134 War Of The Supermarket Brands
Asda’s took a rap for their blatantly stereotypical tv advertising campaign this festive season. I was dumbfounded by their lack of ingenuity. Apparently it came as a response to surveys carried out on their shoppers. Perhaps, but it didn’t ring true with everyone. Whilst I did think it was a sexist viewpoint, sadly it is also true in many households. I know it will be in mine.
In case you missed it (and if you did where the hell have you been???), here’s the advert in full:
The John Lewis campaign apparently came in tops. I don’t like this one either. For no other reason than its sickly sweetness – typical of John Lewis advertising. See it here:
If I had to pick the most skillful campaign I’d go with Tesco. Not because I am a Tesco shopper (which I am) but because it successfully manages to avoid the pitfalls of the other campaigns. They have produced a range of short adverts with a variety of scenarios to cover all their customers. And they all feature well recognised not so Christmassy music. Here’s their one for Christmas Day – not a Christmas song in sight.
But top award has to go to Aldi for its sense of humour. Is it me or does this seem suspiciously like a take on the John Lewis advert?
So there you have it. All different approaches. But all with the same motive at the heart of their campaign. To take your money and improve their profits.
But did you change your shopping loyalty based on any of these campaigns?