Discount chain Aldi is repositioning its brand to make it more mid-market and bringing fresh produce to the fore with a £6 million above-the-line ad campaign in the UK.

The Spend a Little Live a Lot campaign has been created by McCann Erickson and was launched with television ads last week. Four waves of commercials will run between July and December. One of the lines featured on terrestrial and satellite television is a Caesar salad pack.

“Over the past five years we have invested considerably in repositioning our brand through improvements in the quality and range of the own label products we offer,” said md Tony Baines. “We haven’t forgotten our discounter roots, but have built upon them to make our offer more contemporary, so that we are very much a destination grocery store.”

The store has increased its range of fresh foods, including fresh produce, by 60 per cent over the past five years so that 30 per cent of the store’s offer is now fresh.

“The produce fixtures have been given more prominence in store recognising the importance of the fresh produce category to customers,” an Aldi spokeswoman told the Journal.

“Through regional and local sourcing, Aldi seeks to ensure that produce is as fresh as possible. The range changes throughout the year reflecting the seasonality of the category. More aspirational lines stocked on a regular basis include asparagus tips, Caesar salad, Charantais melons and Thai stir-fry mixes.”

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