Discount grocer Lidl has launched its new ‘Shop a Lidl Smarter’ marketing campaign in the UK with consumers participating in blind taste tests comparing Lidl own-label products to the equivalent rival A-brands.
The advertisements follow on from a recent study carried out by Lidl, which revealed that 9,000 shoppers thought its own-brand offerings tasted as good or better than rival A-brands.
The marketing campaign was created by TBWALondon.
Shop a Lidl Smarter will be backed by a marketing campaign across print, digital, cinema, outdoor and in-store.
Commenting on the campaign, Ronny Gottschlich, CEO of Lidl UK, said: “Our latest campaign is all about encouraging shoppers to let their tastebuds guide them rather than be distracted by packaging and gimmicks – two things they’re ultimately paying for themselves."
Low price doesn’t have to mean low quality, he said.
"Our research conducted among 9,000 shoppers shows that the public agrees. We’re really excited about this latest campaign as it allows the quality of our products to speak for themselves and brings to life our core principles of quality, range, provenance and, of course, value.”
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