Aldi's produce pitch

Aldi's food page ad for Jan. 9 in the Kansas City market showed a new aggressiveness in relation to fresh produce promotions.

The single sheet ad featured all fruits and vegetable on one side and a eclectic combination of consumer goods on the flip side (ultrasonic humidifier, microplush blanket, comforter, parabolic halogen heater).

The Aldi produce ad featured this copy:

Headline: "Eat right. Live well. Save big"
"Fulfilling your recommended 5 daily servings of fruits and vegetables is easy - deliciously easy - when you shop at ALDI. We feature an outstanding variety of the fresh produce at the lowest prices. Healthy eating should always be so convenient ...and so affordable. Only at ALDI."

The color ad featured 3 by 5 inch photo frames with the following features:
California navel oranges: $1.69/4-pound bag
Del Monte bananas: 37 cents per pound
Red Delicious apples: $1.29 per 3-pound bag
Broccoli crown : $1.49 per 16 oz. pack
Celery: 79 cents each
Baby carrots: 79 cents per 1 pound bag
Indian River red grapefruit: 39 cents each
Garden salad: 99 cents/ 1 lb bag


TK; One obvious take is that Aldi should update its ad copy to reflect "5 to 9" daily servings. Affordability is a big selling point for Aldi, especially if the U.S. rounds the corner and plows into a recession in 2008. Low prices will get customers in the door, but Aldi's hit and miss quality could send them back to Wal-Mart or the "traditional supermarket." Retail produce prices are no picnic for consumers right now: I saw seedless grapes for near $5 per pound yesterday and I bought a pint of grape tomatoes for $4 the other day. Ouch.