Debuting on TV today (4 November) and available on its Facebook page already, the ads build on Aldi’s “Like Brands Only Cheaper” strapline. They’re going to feature a number its own brand products including smoked salmon, mince pies and poo.

Aldi says: “We know consumers want the appropriate tasting products at Christmas, but that the charges soon mount up. Our ‘Like’ adverts are designed with this in mind and show people they may be able to cut the price of Christmas at Aldi, while not having to chop the celebrations.”

The campaign launches as figures from Verdict show that increasingly more consumers are doing their full grocery shop at Aldi, up from 2.9 per cent a year ago to 4.4 per cent now. Of these that switched, 36.6 per cent came from Tesco, 19.7 per cent from Asda, 16.9 per cent from Morrisons and 12.7 per cent from Sainsbury’s. 

A fifth of these that use Aldi are middle or upper middle class, in step with Verdict, proving the expansion in appeal among midmarket shoppers searching for a bargain.

Andrew Stevens, food and grocery specialist at Verdict, says that much of Aldi’s growth have been all the way down to some “very clever” marketing. He describes the “Like Brands Only Cheaper” strapline as simple and effective in communicating to customers what the supermarket chain stands for.

“Rival supermarkets are shouting and squabbling over who’s cheaper. Aldi has both a worth and quality message that folk understand and might relate to,” he adds.

Rival discount chain Lidl can also be promoting its premium own brand products with the launch of its first nationwide TV campaign. Tesco and Sainsbury’s are both set to unveil their Christmas ads within the coming week.