Aldi Australia lashes out at rival Woolworths over its ‘pointless’ Bricks collectibles

Aldi shoots rival Woolworths for its ‘pointless’ Bricks toys: ‘We don’t offer any sort of collectible as a marketing tactic’

  • Aldi Australia has berated Woolworths for its ‘pointless’ collectibles
  • German supermarket commits to offer best items without ‘gimmicks’
  • The budget retailer claimed it doesn’t offer collectibles as a ‘marketing tactic’
  • The answer comes just weeks after Woolworths launched its popular Bricks










Aldi Australia has taken a brutal swipe at rival supermarket Woolworths for trying to attract more customers with its ‘pointless’ Bricks collectibles.

The German supermarket chain says it is committed to providing shoppers with the best products at affordable prices without using ‘tricks or gimmicks’.

‘At ALDI we have set our own trends. We don’t offer any kind of “collectible” as a marketing tactic for a simple reason – it’s not good otherwise and it doesn’t keep prices low,” an Aldi spokesperson told the Daily Mail Australia.

“While collectibles play a part in driving sales ahead of our competitors, ALDI has earned a place in the hearts and back pockets of Aussie shoppers through one simple and consistent commitment: high quality products at competitively low prices.

“We think gimmicks like collectibles are pointless. We are fundamentally convinced that delivering the best prices is the ‘reward’ that matters most.”

Aldi Australia has lashed out at rival supermarket Woolworths for trying to attract more customers with its ‘pointless’ Bricks collectibles (file image)

Customers can receive a kit with every $30 spent

Customers can receive a kit with every $30 spent

The budget supermarket said confidently that its prices “will always beat the big supermarkets” – as their “cost-efficient and simplified” business model was about “passing savings to consumers”.

ALDI’s idiosyncrasies, such as customers packing their own bags, actually save them money,” the spokesperson said.

“Between great value for everyday essentials and the excitement of our special purchases, we find that this encourages our customers to come back to us every week.”

The response comes just weeks after Woolworths launched its highly anticipated Bricks collectibles, allowing shoppers to build their own mini-sustainable supermarket.

Customers can receive a kit with every $30 they spend at checkout – or score bonus collectibles in a single transaction when they purchase select products from participating brands, with a total of 40 collectibles to collect.

The answer comes just weeks after Woolworths launched its highly anticipated Bricks collectibles so shoppers can build their own mini sustainable grocery store (pictured)

The answer comes just weeks after Woolworths launched its highly anticipated Bricks collectibles so shoppers can build their own mini sustainable grocery store (pictured)

In July, Coles announced that it will no longer be giving away free plastic collectables as part of its sustainability strategy.

Previous collectibles have included miniature replicas of some of Australia’s most iconic grocery items – including Vegemite, Nutella, Tim Tams, Weet-Bix, Arnott’s Shapes, Heinz Baked Beans, Tip Top bread and Campbell’s tomato soup.

The campaign has been a huge hit with thousands of shoppers across the country since its launch in 2018, with dedicated Facebook groups and ‘swap day’ events set up so that parents and children alike can meet and swap to complete their collection.

Coles chief marketing officer Lisa Ronson said that collector toy programs like Little Shop and Stikeez are popular with customers but no longer align with the chain’s sustainability ambitions or with shoppers’ preferences and priorities.

“As part of our Together to Zero mission, we have looked at our marketing campaigns through a sustainability lens. Although very popular, we need to listen to our customers who say their priorities are changing,” said Ms. Ronson.

“Our ambition is to be Australia’s most sustainable supermarket, which means committing to reducing unnecessary plastic, and this applies across our entire business.”

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