Lidl's new advertising campaign is aimed at the competition.
But the supermarket does not let the reaction sit on itself.
Does the discounter play with unfair means?
Prices are rising across Germany – which is causing concern in some shops.
Discounters in particular seem to fear losing customers to the competition, large supermarket chains, due to high prices.
A current example: Lidl, a company in the Schwarz Group, is causing trouble for its opponent Edeka with its advertising.
Advertising campaign aimed at Edeka: Lidl irritates the supermarket
In its current advertising campaign, Lidl starts a competition.
The discounter advertises online and in daily newspapers that shopping in its branches is around 30 percent cheaper than at Edeka.
"Don't skimp on quality.
But the price,” it says on the Lidl Facebook page.
A shopping bag with fruit and vegetables is also shown, the content of which should cost 11.03 euros at Lidl.
Next to it, a second identically filled bag with the “Edeka price” of 15.85 euros is shown.
Lidl explains in its Facebook post that the shopping cart comparison shown is a comparison of “goods shown as an example on 11/28/2022” from the Edeka branch in Eppingen and Lidl Germany.
Included were a 125g pack of raspberries, a 500g grape mix pack, a loose kiwi and other goods.
At least one product at Edeka cheaper than at Lidl
In the case of two products, the price differences are even specified.
The courgettes cost 2.19 euros per kilogram at Lidl on November 28 and only 1.99 euros per kilogram at Edeka in Eppingen.
But the price for a red pepper was cheaper on the day at Lidl, at 3.49 euros per kilogram, than at Edeka (5.49 euros per kilogram).
The prices of the other products in the comparison shopping cart are not mentioned in the post.
Because many customers are currently paying close attention to the prices, this advertising could drive people to Lidl's branches.
After all, not only popular products like Cola will become more expensive in 2023.
But of course Edeka does not let the advertising attack sit on itself.
Counterattack by Edeka: comparison "really cheap" - branches defend themselves
Some Edeka branches defend their company on social media.
Among other things, a branch from the Heilbronn district posted its reaction on Facebook: "We also checked items just like that and randomly, 14 in number, from bananas to lettuce, current week" and the result is "7.36 € with us , 21.83€ with you".
The reaction makes it clear that the comparison of randomly selected products is not meaningful.
"We really think that's 'cheap'," adds the Edeka branch to its post.
But she doesn't want to discuss it and explains: "We will continue to reflect on our values, quality and freshness, service and service, regionality and organic."
List of rubrics: © Olaf Kubasik