Aldi heading for High Court showdown with budget retailers Bargain Booze in row over a 'cheeky' advertising campaign

Supermarket chain Aldi Stores is heading for a High Court showdown with budget retailers Bargain Booze in a row over a ‘cheeky’ advertising campaign.

Bargain Booze, owned by stock market listed company Conviviality Retail, launched its Aldi Shmaldi advertising campaign in June in which it compared Aldi’s prices for own-label products with Bargain Booze’s prices for name brands such as Smirnoff. The ads were a play on Aldi’s own advertising campaign.

Dispute: Bargain Booze’s ads triggered a writ from supermarket chain Aldi

Dispute: Bargain Booze’s ads (right) triggered a writ from supermarket chain Aldi

At the launch of Bargain Booze’s campaign, Conviviality Retail’s chief executive Diana Hunter said: ‘This is just giving an alternative view to the successful Aldi campaign.

‘The brands are out there and we want to remind customers of that choice, and we’ve done it in a slightly cheeky way.’

Aldi has taken exception to the adverts and has filed a writ in the High Court in London to demand an end to the campaign as well as £100,000 in damages.

Neither company responded to requests for comments.

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