Observed Signal · Oct 26, 2026 · Campaign Launch · Source: Horizont · Impact: 2/5 · Sentiment: Neutral
Kaufland attacks Aldi with 'Best Prices' campaign featuring Laura Wontorra
German retailer Kaufland (Schwarz Gruppe) is launching a broad advertising campaign under the slogan 'Deutschlands beste Preise' (Germany's best prices) directly countering Aldi's recent 'Günstig ohne Bonus-App' campaign. The campaign features TV spots developed in-house starring presenter Laura Wontorra, who asks customers in Kaufland stores what they consider the best price for their groceries, with the retailer claiming to match these low prices nationwide on regular products. The move targets price-sensitive consumers amid rising living costs and takes aim at competitors such as Aldi, Penny, and Netto, particularly on the topic of price leadership. Kaufland's marketing director Michael Lüttgen emphasizes the company's commitment to affordability, citing over 300 weekly promotional prices, 7,000 permanently discounted items, and the Kaufland Card XTRA benefits program. The campaign follows Kaufland's recent shift to offer promotions from Monday instead of Thursday, aiming to improve customer access to deals.
This article is relevant to the advertising and marketing industry as it describes the launch of a major advertising campaign by a large retailer (Kaufland) that explicitly attacks competitors on price. It provides insights into how retailers are using advertising to respond to market pressures and consumer sentiment. However, it is a standard marketing move and does not significantly impact the broader AdTech or MarTech ecosystem.
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Key Takeaways & Evidence Grounding
- Kaufland launches 'Deutschlands beste Preise' campaign with TV spots featuring Laura Wontorra.
- Campaign directly responds to Aldi's 'Günstig ohne Bonus-App' strategy.
- Kaufland promises to match customer-requested low prices nationally on regular products.
- Michael Lüttgen, Head of Marketing at Kaufland, cited over 300 weekly promotional prices and 7,000 permanently discounted items.
- Kaufland shifted its promotional week to start on Mondays instead of Thursdays.
Connected Companies & Entities
6 Entities mapped“Kaufland launches a price campaign 'Deutschlands beste Preise' with TV spots featuring Laura Wontorra, directly attacking competitors on pri...”
“The campaign is a direct response to Aldi's 'Günstig ohne Bonus-App' campaign, attacking Aldi on price leadership.”
“Kaufland is described as a full-range retailer of the Schwarz Gruppe, which also includes Lidl.”
“Penny is mentioned as a competitor that Kaufland aims to irritate with its price campaign.”
“Netto is mentioned as a competitor that Kaufland aims to irritate with its price campaign.”
“Lidl is mentioned as a discounter belonging to the same group as Kaufland.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Lidl, Edeka, Rewe Counter Aldi's Anti-App Campaign on TV
Aldi's advertising campaign criticizing discount apps has triggered a counter-offensive from competitors Lidl, Edeka, and Rewe, which are now responding in TV commercials. The campaign, created by agency Antoni99, positions Aldi as the sole price leader and casts doubt on rivals' customer loyalty tools. Lidl is leading the counter-response, while Rewe and Edeka are also engaging in damage control. The article likely includes details on the advertising spend and strategic implications for the German grocery retail market.
Aldi's Ad Attack on Rewe, Lidl and Edeka
Aldi has launched a sustained advertising campaign attacking the discount/bonus apps used by competitors Rewe, Lidl and Edeka. Running since the end of July, Aldi's spots have appeared on TV, radio, social channels and outdoor formats. So far, public counterattacks from the rivals have been limited (with one noted exception), but the campaign continues to generate conversation in the retail and marketing sectors. The article was published on August 10, 2026 and is authored by Marco Saal.
Lidl Responds to Aldi's Anti-App-Discount Campaign
Aldi launched a broad advertising offensive criticizing app-based discounts, using the new campaign "Einfach Einkaufen" to mock competitors. The ads portray rivals such as Lidl and Rewe unfavourably. Lidl has responded to Aldi's campaign with countermeasures, escalating the public retailer rivalry. The report is authored by Marco Saal (HORIZONT) and was published on July 27, 2026 on Lebensmittelzeitung/DFV Mediengruppe. The article describes a competitive advertising exchange between major German discounters but contains limited detail about the specific creative or media tactics used.
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