Aldi Süd has expanded its influencer marketing through a new collaboration with vegan influencer Philipp Steuer.
Steuer will promote a vegan lifestyle using Aldi Süd products, as well as working with the company on a number of other projects.
The move is part of the retailer's efforts to encourage younger target groups to be more conscious of nutrition and increase awareness of the store's vegan product range.
Veganuary
The retail giant encouraged customers to take part in Veganuary this year for the second time.
Influencer Steuer operates the largest vegan cooking YouTube channel in Germany, with over 220,000 subscribers.
As part of the partnership, he will demonstrate on social media how easy a vegan diet can be attained using the retailer's products.
This entails monthly recipe suggestions from Steuer on the discounter's social media channels, prepared directly in his kitchen.
'A Matter Of Course'
Steuer said, "I am thrilled that Aldi Süd is making vegan food a matter of course and making vegan nutrition easy thanks to the variety of products.
"With this collaboration, we have the opportunity to provide extensive information about the added value of a purely plant-based diet."
Christoph Hauser, director, customer interaction at Aldi Süd, said the chain wants to "make the vegan range more tangible and approachable for a younger target group."
Hauser hopes the target group will develop "a closer relationship" with its vegan products and trust the quality of the range.
© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Conor Farrelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.