Hard discounter Aldi has kicked off an advertising campaign this week to highlight what it claims is the big brand quality of its products.

The TV campaign, which runs on ITV, Channel 4, Channel 5 and satellite channels, uses the strapline ‘Like brands only cheaper’.

The first ad shows Aldi’s Bram­wells Tomato Ketchup alongside Heinz Tomato Ketchup. Other ads will showcase different products.

An Aldi spokesman said: “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 attract consumers, but it is high product quality that really drives repeat store footfall and purchasing.”

Aldi and fellow hard discounter Lidl enjoyed strong growth during the recession, but then suffered when the big four grocers stepped up their promotional campaigns.

Aldi made a £54m pre-tax loss in the year to December 31, 2009, which it put down to investment in the business.

However, Kantar figures for the 12 weeks to January 28 show Aldi and Lidl managed near 10% growth. Aldi’s market share increased from 2.9% to 3.1%.

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