My issue with this ad is simply the attempt by Aldi to position themselves as superior to the other Irish supermarkets, as if they’re looking out for people more than the others are… Some may say it’s clever marketing, for me it just left a sour taste in my mouth. Firstly it’s an insult to small food producers, and to us consumers who care about buying quality food, to suggest that quality artisan food doesn’t belong in a supermarket (the cheesemongers in Dunnes reference) Secondly - the reality is that Aldi is playing the same game as all the other supermarkets. That game is “how can we drive as much financial growth as possible” so they prioritise profits above all else, including public health, despite the fact that it’s been proven that our food environment has a significant part to play in the deepening global crisis of diet-related disease. Just a few weeks ago I did a reel highlighting the disgraceful aisle long display of Easter chocolate that appeared in Aldi in the FIRST week of January (some people messaged to say they saw it going up even before New Years Day!!). And at the other end of Aldi they were flogging the leftover Christmas chocolates with big price cuts. It’s all year round now where each season of confectionary rolls into the next and the reason is because these products drive huge profits for retailers. But this constant prevalence and promotion of energy-dense, nutrient-poor, ultra-processed foods is playing a significant part in the increasing diet-related disease rates. Ireland has one of the highest rates of obesity in Europe, with around 60% of adults living with overweight or obesity which has prompted warnings from the World health organisation about future increases. We are at the point now where retailers need to take some responsibility for public health and help make positive changes to our food environment - rather than consistently putting profits over people. SO my response to this ad is - until Aldi starts implementing practices that are genuinely in the interests of people’s health, there is no place for these ads of superiority. I’d love to hear what you think? #supermarkettactics - @sophiemorrisofficial