Discount supermarket chain Aldi has launched its biggest advertising campaign in Australia to date in a bid to maintain pressure on Coles and Woolworths through price cuts, new-look stores and an expanded range.
The German retailer says its now has almost 10 per cent of Australia's $80 billion plus supermarket sector and it has opened nearly 470 stores since its arrival in 2001.
Aldi has now launched what is says is its biggest brand campaign, using the slogan "Good Different" in in-store and online advertising, plus in more than 30 new TV advertisements.
Aldi Australia chief executive Tom Daunt said Aldi's key point of difference was market leadership on price.
"After 16 years of establishing ourselves as a trusted place for the weekly shop, it's now time for us to build on this success and tell Australians what makes us different, and why we will continue to be different," he said.
During the first months of 2017, Aldi has spent more than $75 million on lowering grocery prices and in 2016, it reduced prices on about 600 items, almost half of its everyday grocery range.
In the past 12 months, Aldi has also increased its range by about 100 new products and is continuing to grow its range of meat, vegetables and fruit.
Aldi will refurbish 50 stores across the eastern states to include better product displays, better navigation and updated interior designs.
The company said since it expanded to South Australia and Western Australia last year, it has captured 4.2 per cent of the market in SA and 3.1 per cent in WA.
