The ad lists steps including registering the card on the Morrisons website when shoppers must then “Tell them how many people live in your household and choose from an endless list of dietary requirements”. It also pokes fun at the fact the card can only be used at Morrisons’ supermarkets, rather than its convenience shops. “Go into you M Local store and discover you can’t use your loyalty card here,” the ad quipped. It finishes with the line, “Or just go to Lidl.” The cheeky ad follows Lidl’s swipe at Sainsbury’s last week. Lidl used press ads and in-store posters to encourage “every one of our lovely customers to save as many 50ps as possible”in reference to a Sainsbury’s poster that asked staff to encourage customers to spend an additional 50p in-store.
The Sainsbury’s poster was designed for internal use only but was accidentally placed in a store window in east London.
And Lidl’s tactical retaliation: