Price war in retail: "Now more than ever" - Kaufland is targeting customers of Aldi, Lidl and Co.
Created: 05/12/2022, 12:58 p.m
By: Stella Henrich
Kaufland starts an advertising campaign under the motto "Now more than ever".
In the 26-second TV commercial, the company advertises that it also offers discounter prices.
Munich - "What does discount cheap mean, my mum doesn't get it," a cheeky girl asks a Kaufland employee in the company's new commercial.
Her answer: "Discount is cheap when the chocolate at Kaufland is as cheap all year round as at the discounter."
The campaign comes at a time when consumers are already being asked to pay heavily due to rising prices for food, energy and fuel and are having to change their shopping behavior.
And supermarket Kaufland wants to prove that it can keep up with the discount offers from Aldi, Lidl and Co.
Price war in retail: The price plays an increasingly important role in purchasing
“The topic of price is playing an increasingly important role for many at this time.
This is where our new campaign 'Now more than ever' deliberately starts and focuses on the topic of cheap shopping.
Our clear promise to our customers: At Kaufland, the customer will continue to buy at a reasonable price and can save money with a particularly large number of offers," says Christoph Schneider, Managing Director Marketing Germany.
This is reported by the trade journal
Lebensmittel Zeitung
.
With the new advertising campaign, the supermarket is clearly targeting the discounters.
Around 7,000 products at Kaufland should always be as cheap as the discounter competition from Aldi, Lidl and Co. The company also promises around 300 special offers per week and further discounts for customers with a Kaufland Card.
Full shelves at Kaufland.
(symbol image) © imago
Price war in retail: discounters are the winners of the crisis
Many consumers are now turning to cheap private labels and cheap offers instead of branded goods.
And Kaufland is trying to offer an alternative to the discounters here.
The reason given by the market research institute GfK is the attempt to cushion a drop in sales with permanently offered discount prices.
Because the consequences of the Ukraine war are particularly felt by consumers when shopping in the supermarket.
Experts already see the discounters as the winners of this crisis.
Because it's not just sunflower oil that's getting more and more expensive.
The prices of other foods such as meat and butter are also exploding due to the pandemic, inflation and war.
In addition to the commercial, there will also be ads in other media such as radio and newspapers in line with Kaufland's new campaign.
However, it remains to be seen whether the “Now especially” campaign will have the desired effect on consumers.
