Aldi is to plough £10m into a new advertising campaign featuring Michelin-starred celebrity chef Phil Vickery.

Vickery, a regular on the BBC’s Ready Steady Cook, will star in a run of television adverts beginning on 15 September and is also to produce a number of podcasts and recipes for Aldi.

The discount retailer is also introducing 40 new products recommended by Vickery, who will play a role in product development for the group.

“Phil was the obvious choice for us,” said Aldi UK managing director Paul Foley. “The nation recognises him as a down-to-earth chef who upholds family values and advocates simple, good food over unnecessary frills, without compromising on quality. They are the values that Aldi champion.”

Vickery added: “With everyone’s purse strings tightening, Aldi offers a genuine alternative to sacrificing quality for low cost. I have been surprised by the quality of the food on offer.”

Last week Aldi went on the offensive against supermarket giant Tesco after buying MD Tony Baines cast doubt on the quality of some Tesco products.