Carrefour Gets Aggressive With Private Label Price Comparison Ads

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October 26, 2010

In an aggressive advertising and marketing campaign, Carrefour of France is boldly comparing prices of 25 of its private label products to like items of competitors such as Lidl and Casino’s Leader Price.

Carrefour conducted price audits and revealed in its ads that a market basket of 25 items at Carrefour totaled $38.24 versus a close second on similar items at Lidl, which came in at $38.36 and a high of $47.13 at Price Leader.

Price surveys were conducted between Sept. 30 and Oct. 7 in 33 Lidl stores, 30 Price Leader stores and 36 Carrefour locations by an independent third party, according to Carrefour.

In the past, Carrefour has steered clear of comparison pricing in its advertising, according to European reports.

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