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New Aldi ads highlight brand-like quality

A new ad campaign from Aldi highlights the ‘brand-like quality’ of its products as the discount retailer grows its market share.

According to the latest Kantar Worldpanel data Aldi has grown its market share from 2.9% to 3.1%, with the supermarket chain attributing this growth to the emerging trend of consumers turning to it for product quality combined with low prices.

An Aldi spokesperson said: “It is our range of brand-like quality products that is attracting consumers and keeping them returning to our stores. People are looking for value, but they are also demanding high quality and more for their money.”

This brand-like quality of Aldi’s products is the focus of a new ad campaign created by McCann Manchester, with well known consumer brands pitted against Aldi equivalents. The campaign starts with Aldi’s tomato ketchup being liked along with Heinz Tomato Ketchup, and future ads will feature a host of popular brands and Aldi products.

The TV as, which air from today on ITV, Channel 4, Channel 5 and satellite channels, put emphasis on Aldi being ‘like brands only cheaper’.

Aldi’s spokesperson continued: “Our new campaign is not about saying our products are better than the popular brands. We are saying our products are like the brands, but cost significantly less. Low prices help to attract consumers, but it is high product quality that really drives repeat store footfall and purchasing.”