Lidl Malta and PG Group have stirred up a social media storm, engaging in a public marketing battle about their different pricing strategies.
On Tuesday, the social media accounts of Pavi and Pama, PG Group’s two supermarkets in Qormi and Mosta respectively, posted an advert comparing their price of a 330-millilitre can of Coca-Cola with that of Lidl, with the banner: “Save more, pay less.”
The prices that were advertised were €0.79 for Lidl and €0.75 for PG Group, both including the additional €0.10 for the Beverage Container Refund Scheme (BCRS).
In the post, there was a disclaimer that the prices were checked on Tuesday at Lidl’s Mosta supermarket, together with Pavi and Pama. It stressed that the price charged by Lidl may change after that date.
This advertisement drew plenty of online attention, so much that Lidl replied with a post of its own on Wednesday, headlined with “Oops, something went wrong!”
Lidl stated that even though the ad stated that its prices were higher than those of PG Group, a receipt from Tuesday says otherwise.
Lidl showcased a receipt from Pavi, indicating that the price of a can, including the BCRS deposit, was in fact €0.99, “even though the disclaimer states that the prices were checked on 23rd January 2024.”
This is €0.24 higher than the price advertised by PG Group.
“Something definitely went wrong with their offer! But at Lidl, nothing goes wrong, because we always keep our prices low!” Lidl’s account said.
It also took the opportunity to announce that as from Thursday, the price of the same Coca-Cola can will be reduced to €0.69 (including BCRS deposit), €0.10 lower than the original price.
Many commended Lidl for the reply, stating that they knew PG Group’s ad was “bad advertising right from the start.” On the other hand, there were others who defended both supermarkets, stating that errors in pricing can happen at all outlets, and it is one of the reasons why consumers tend to check their receipts extensively after a purchase.
Others, touching on Lidl’s price reduction highlighted that at the end of the day, competition provided its benefits to the end user, with consumers now having an even lower price than was originally advertised.
A marketing fail, or a case of competition working wonders?
Main Image:Lidl Mosta (left) and Pama Supermarket (right)
