Why we love it:
Aldi has perfected the art of brand beef on Twitter. The supermarket has previously been on the receiving end of legal action from rival M&S due to… erm… ‘similarities’ between some of their products – but rather than hide this skeleton in their closet, Aldi mines it for comedy content on social. (A strategy that we fully condone here at White Label Comedy, and recently embraced on behalf of our client, Fray Bentos.)
Here, Aldi saw the perfect opportunity to have a direct pop at M&S – and they enjoyed a massive spike in engagement.
What you can learn from it:
Much like the other Aldi post in this month’s Swipe File, this just goes to show the importance of actively spending time on the social platforms, following industry news, and honing your brandsafe comedy chops – so that when an opportunity arises, you know exactly how to react.
But beyond that, here’s a more philosophical point to ponder… What if, instead of hiding your brand’s flaws, you owned up to them – and even joked about them? Done right, you might just find it makes you more attractive to your potential customers.
