Discounter Lidl has taken aim at German peers Aldi and Edeka in a humorous Easter advertising campaign, which showcases chaotic shopping scenes at the retailer's rivals.
The campaign, which features the protagonists Saskia and Thomas, opens amidst a tumultuous setting, depicting torn shopping bags, a psychotic Easter bunny, stressed children and products flying through the air – before cutting to Thomas, in front of a map, outlining where the duo can go to purchase certain festive items.
"Or we can just go to Lidl," Saskia responds. "They have everything anyway."
'Plan L'
The campaign promotes Lidl's 'Plan L' campaign, encouraging shoppers to 'play it safe' when planning their Easter shopping, and choose the discounter ahead of other stores.
While the campaign has gone viral in Germany, not all are that enamoured with the discounter's positioning, however, with responses to the video on social media drawing a mixed response.
"You had better take care of your own stores before you make fun of the others," one shopper replied on Facebook. "This marketing is again without ideas, and the idea that [Lidl] has more choice than Edeka is laughable."
It's not the first time that Lidl has adopted a confrontational stance in taking on other supermarket banners – in 2019, the discounter ran a campaign that adopted slogans such as 'ALDI others are more expensive' and 'To be more expensive would be EDEKAdent', playing up its rivals' names.
© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.
