Aldi has signed an advertising deal with celebrity chef Phil Vickery in the UK as it looks to reinforce its position as a "premium discounter".

In response to the credit crunch, UK consumers are looking to make savings on their grocery bills and, according to research commissioned by Aldi, half of all shoppers are now actively looking to save money on their grocery shopping.  

Aldi's research also claims that one in five shoppers are sacrificing quality in a bid to save money but the retailer, through its advertising campaign with Vickery, hopes to convince consumers they can save money at its stores without cutting back on quality.  

"Operational efficiency generates savings that are then passed on to customers," a spokesperson for Aldi told just-food today (4 September). "This is how Aldi can sell quality products for less."

From mid-September, Vickery will star in a television advertising campaign and a series of podcasts. Aldi has also introduced 40 products recommended by the TV chef.

Commenting on the deal, Vickery said: "With everyone's purse strings tightening, Aldi offers a genuine alternative to sacrificing quality for low cost."