Aldi accused of “poverty porn” after #AldiPoorestDayChallenge sparks outrage

Aldi has been accused of ‘poverty porn’ and has been hit by a major social media backlash after it challenged influencer to feed their family of four on £25 a week.

The #AldiPoorestDayChallenge campaign was launched on Monday 24 January, which it says is officially the “poorest day of the year” as shoppers are hit with post-Christmas budget issues.

Style Me Sunday blogger Natalie Lee was recruited by the German discounter to document her week feeding her family on £25 to “showcase just how easily you can feed your family healthy, balanced and affordable meals right through from the ‘poorest day of the year’ to pay day.”

It wasn’t long before the hashtag was hijacked on social media by users who found the “challenge” offensive, arguing that this is a real-life struggle for millions of people across the UK.

Furthermore Aldi’s choice of “middle-class influencer” having fun spending only £25 to feed her family was perceived by many as patronising to those who have no choice but to feed their family on such a budget.

READ MORE: Missguided and Boohoo ads banned for being “socially irresponsible” and “overly-sexualised”

Blogger Gylisa Jane called the campaign “fake poor for clicks bullshit”, later telling BuzzFeed it was “offensive, in poor taste” and totally “missed the mark”.

In response to the backlash, Aldi told BuzzFeed: “At Aldi, we are hugely proud of the work that we have done to democratize access to healthy and affordable food.

“Our campaign was intended to offer practical advice about how people can make their money go further.”

Meanwhile Lee responded to criticisms on her Instagram account stating the campaign was “thoughtless and a big mistake”, adding “lessons have been learned”.

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1 Comment. Leave new

  • How some people love to make a mountain out of a molehill …… What’s wrong with anyone making the challenge that ALDI made ? These self appointed “influencers,” who take on the role of telling the rest of the world what they are doing wrong need to get their feet back on the ground and dump their arrogance and self righteousness in the nearest toilet.

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