German retailer Aldi Nord is to launch an advertising campaign promoting its private label brands to the country's consumers, the first time in the company's history it has taken such a step.
According to Lebensmittel Zeitung, the adverts will be featured in female-oriented consumer magazines such as Brigitte, Freundin and TV-Movie, with a new slogan 'Brands exclusively at Aldi'.
'During the past two years, the company has revised a large part of its product range, recipes have been reviewed, packaging redesigned and 30 new brands developed,' said a spokesperson for leading retail ananlyst Planet Retail.
The campaign is expected to highlight Aldi's improved brand quality and improved presentation in its stores.
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