War of words erupts over supermarket budget lines

Somerfield/Kwik Save is locked in an advertising war with Asda over the prices of their budget brands.

This week Somerfield, which merged with Kwik Save in February, launched press ads claiming its Basics brand is the “UK’s lowest priced budget range”.

But last month the Advertising Standards Authority upheld a complaint from Kwik Save that Asda’s Farm Stores range was “Britain’s lowest priced budget brand”.

Kwik Save said some of the products featured in the ads were more expensive than its own No Frills items. Asda was forced to pull its ad.

Asda spokesman Phil Reed says the supermarket is considering whether to make a counter-complaint to the ASA about Somerfield’s ad. “We have looked at the ads and definitely on some of the lines featured we are cheaper. It is strange given Kwik Save’s objections, that it should now make the same claim,” says Reed.

The ASA upheld Kwik Save’s complaint saying consumers would think Asda’s products were individually the cheapest budget brands available. But Asda maintained the claim was intended to refer to the overall cost of the range.

A Somerfield spokesman says the claim in its ad was made after comparing individual product prices and basket value: “We always check competitor’s pricing and we wouldn’t make this claim otherwise. The vast majority of our Basics products offer the best price and the range as a whole offers the best market value.”

ASA external affairs manager Chris Reed says the previous ruling would not necessarily stand again: “Most consumers will realise there is an advertising battle based on changing price going on.”

Recommended

Post Masters

Marketing Week

Does your company have an address management strategy? Few do, but the reality is that failing to ensure addresses are captured accurately and refreshed regularly could be costing you money. As businesses orientate themselves increasingly around the customer, it is the postcode that is becoming the unique reference point for all individual data. Get it […]

GM launches 30m ad campaign

Marketing Week

General Motors is launching its new Frontera off-road vehicle with an estimated 30m pan-European advertising campaign. The campaign will use the Vauxhall brand in the UK and the Opel brand in up to 21 other countries. Developed by Lowe Howard-Spink, it consists of one 50-second TV ad to launch the car next week, followed by […]

Two leave after Britvic reshuffle

Marketing Week

Britvic Soft Drinks has reshuffled its board, prompting the departure of two directors and the appointment of a new head of operations. The company, which is majority owned by brewing and hotel giant Bass, has appointed Jonathan Duck from Bass Leisure Retail as operations director. The post was previously held by Ed Hinchliffe, who has […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now