Why not someone else?: Aldi campaigns against Migros

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Switzerland rubbed its eyes when Migros announced about three weeks ago that it wanted to get rid of all four of its subsidiaries. Some of Migros’ competitors also rubbed their hands.

First of all, Aldi Suisse. There was no hesitation about it: First, Aldi ran an ad in which the logo of Migros’ travel subsidiary Hotelplan was cut into an “unplanned hotel”; this included Aldi’s travel business Aldi Suisse Tours’ “best hotel” claim. price”/performance ratio”.

Now Aldi has gone even better. An online ad reads “Did the orange giant abandon you?” on an orange background. he is writing. – “Switch to Team Blue” below the Aldi blue background.

Chunky? Is it placed incorrectly? Definitely unusual and cheeky for Switzerland. Responding to Blick’s question, Aldi Suisse media office said: “Our ads aim to entertain and attract attention, which is why we always address current events and do so with a wink.” The said advertisement caused a lot of positive feedback. “We are sure that our competitor will also meet the social media ad with humor,” the spokesman said.

Does Hotelplan have special protection against competition?

When asked about Aldi’s advertising offensive, Javier Gonzalez (60), owner of AQA advertising agency in Thalwil ZH, explains: “At least in the travel industry, aggressive advertising that plays on the brand was more common in the 90s – but not since then.” He can understand Aldi’s approach and sees nothing overly creative in the ads, but also nothing offensive – especially since ads in this format do not violate the Federal Law on Unfair Competition, “otherwise Aldi Suisse probably wouldn’t run it.”

In fact, Gonzalez is just surprised that Aldi is acting aggressively. Hotelplan’s direct competitors – Kuoni or Tui Suisse, which belong to the Rewe business group – have not yet been able to take advantage of this situation through advertising. Gonzalez suspects there is an implicit “gentlemen’s agreement” in the Swiss travel industry, where everyone knows each other well and no one wants to make things harder for popular Hotelplan boss Laura Meyer, 43.

But so far there has been no cheeky or combative advertising for Migros from Coop and its travel subsidiary ITS. “This is still unusual in Switzerland,” Gonzalez concludes.

At least the Hotelplan media outlet is taking a cool approach to Aldi’s advertising. Hotelplan was the first to react to Migros’ announcement in terms of advertising and, in consultation with the Migros Cooperative Union (MGB), launched a campaign with the slogan “Hotel plan is written without the letter M”.

It’s a statement intended to be impressive, according to Gonzalez: “First of all, this looks like internal communication for your own workforce and the travel industry.”

Source :Blick