Aldi is consolidating the success of its repositioning as a more quality-based discounter with the extension of its latest ad campaign and the recruitment of key personnel.
The chain is still running its latest TV campaign after it initially stated that it would run in four waves between July and December 2005.
A spokeswoman said: “The activity has proved very successful and is an important part of our positioning as a quality mainstream supermarket with a discount proposition.”
Further TV commercials are planned for later in the year. Meanwhile, Aldi is recruiting two retail buying directors. These are new positions, one in the Midlands, the other in Dublin.
The UK position has a starting salary of £75,000 rising to £94,000 over three years. Like many positions at Aldi this is well above the industry average. According to The Grocer’s 2005 Salary Survey, the average salary for a commercial director in the retail sector is £68,000.
The spokeswoman said: “We are extending our buying department to support the expansion of our stores and to continue to provide even better quality products to customers.”