Aldi has been accused of being 'cocky' after it spent the week mocking Sainsbury's over its price match scheme.
The budget retailer has been sharing a series of Facebook posts making fun of Sainsbury's, which announced earlier this year that it was matching around 250 products like-for-like.
It first started last Sunday when Aldi shared a photo of a dragon roaring and the caption 'Aldi Prices' next to a image of a pixel dinosaur with the words 'Sainsbury's Price Match'.
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Just a few hours later it followed it up with an iconic photo from the Titanic film of actors Kate Winslet and Leonardo DiCaprio representing Aldi, while a photo of a couple in a similar position but being attacked by a seagull was supposed to represent Sainsbury's.
And it carried on into this week - with the Sydney Opera House as Aldi, next to a pile of plates stacked up to look like the real thing; followed by a photo of a woman in an aeroplane seat as Aldi, next to a woman looking into the window of her washing machine as its competitor.
The message it's sending is clear - that Sainsbury's doesn't really match up - and it certainly hit home with customers, thousands of whom commented on the posts with many agreeing that Aldi can't be beaten.
But not everyone is as convinced, with some shoppers saying the retailer shouldn't be too sure of itself when they've been less than impressed with the standard of some of its products.
"I wouldn’t be too cocky Aldi," said Rob Plews. "What you sell is invariably worse quality and/or there is less of it. And your fruit and veg is nothing short of appalling for freshness and longevity."
Becky Brookbank added: "Your meat and veg go off too quickly and your prices are creeping up… I don’t know why you’re still feeling so confident. Sainsbury's Nectar prices beat Aldi and Lidl hands down and the quality is far better."
Others agreed, including Angela Gordon, who said: "You really need to work on your fruit and veg it's such bad quality and goes off so quickly it may be cheaper but for what you end up throwing away it's a false economy. I have had to stop buying it from you. Also noticing the prices are increasingly rapidly but it's the same everywhere."
And Linda Giannikitzakis, who added: "You get what you pay for in Aldi, rubbish quality! Most of the other supermarkets own brands are cheaper and better quality.
"If I was you Aldi , I wouldn’t keep on bleating on in your adverts about being cheaper, cos really you’re not!"
Adrian McLeay said that the products that both Sainsbury's and Tesco price match with Aldi are 'much better quality', suggesting: "You should possibly spend more energy on the quality of your food rather than your social media posts. Lidl is much better all round."
Despite some of the negative comments, it's clearly done the trick at getting Aldi some attention, with many praising the efforts of the marketing team.
"Oh come on, these are just getting better and better," said Pete Waspe, with Kathryn Robinson adding: "Whoever does these ads is a genius, make me laugh every time, go Aldi."
The MEN has approached both retailers for a response.
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