Sainsbury’s Price-Matched To Aldi

Carol and I have been running businesses for most of our adult lives, but we cannot make sense of the above advertising slogan. Why? I will tell you why we cannot make sense of it.

In a very highly competitive market such as Supermarkets, it is basic good commerce to make sure that you are priced to compete, is it not? You either go for the quality over price approach like Marks and Spencer, who are selling higher priced goods to people who are not really bothered about the cost, or the everyday shopper masses who have mouths to feed, but have a more moderate budget.

“Price matched to Aldi” tells those who are savvy, that in fact Aldi are the market leaders and indeed Sainsbury’s are trying to keep up. In addition, Aldi get a shout and some free advertising as their name is actually used in the advertisement. With a little bit of thought, Sainsbury’s could easily have said “Price matched to ensure good value” or “Choice, quality and competitive pricing on all our products is guaranteed.” Clearly they employed the wrong advertising firm?!

Christians are often accused of, or described as being bigoted because they make no allowances for competition or alternatives for people to choose from. This is, in fact, true and Christianity is bigoted because Jesus made it very clear when He said “I am the way, and the Truth, and the Life. No-one comes to the Father except through Me.” in John 14 v 6 so there is no competition. There is no reference or comparison to Aldi, (sorry), or Islam, Buddhism, Hinduism, Folk religion, Sikhism, Judaism, Atheism, or Agnosticism. Christianity is not trying to keep-up like Sainsbury’s because it is the leader and because of its leader who clearly stated that there is no other.


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