By Sean Poulter ASDA has claimed a victory over its thriving budget rival Aldi by getting a TV ad, which claimed to offer savings of £45 a week, banned. Asda, Tesco, Morrisons and Sainsbury’s are under fierce pressure because millions have switched to the likes of Aldi and Lidl during the cost of living squeeze. The big four have lost billions in sales to their budget rivals, which have mounted aggressive campaigns to target middle income families. Aldi's 'Swap & Save' advert featured a mum who said she saved £45 a week by switching from her usual supermarket Now, they are fighting back with price cuts of their own and attempts to undermine the discount claims of Aldi.
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Intense competition between big four supermarkets and budget rivals
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Asda complained to regulator about Aldi's 'Swap & Save’ campaign
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The commercial claimed a family can save £45 a week by switching to Aldi
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Asda said different products were compared and figures were from 2013
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Regulator found the advert 'created a misleading impression' of savings
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Despite ban, Aldi insists the 'overall message' of the advert remains true
@placeholder pointed out that the price comparisons were made in the April to May period of 2013 and therefore may not have still been relevant when the commercial appeared.