Lidl aims to shed its downmarket image and reposition itself as a purveyor of healthy, fresh food.

The German discounter unveiled a 'New Year New You'-themed ad campaign at the start of January. The month-long drive features a new slogan for the retailer - 'The Lidl way to 5 a day'.

"This mantra is aimed at encouraging customers to aim for their five portions of fruit and vegetables per day," said a spokeswoman.

"It is also designed to upgrade the supermarket's image and move away from the perception it is a supermarket for working-class shoppers. Prices for fresh fruit and veg have been rising and so healthy eating can come at a cost, so we are working to make the finest quality fruit and veg accessible at an affordable price."

The promotional drive will feature Scottish celebrity chef Nick Nairn, who has worked with Lidl on previous campaigns. He will create exclusive healthy recipes for the supermarket, which will be backed in store by price cuts.