Lidl UK has premiered its new advertising campaign, in print on 4th January and on TV on 6th January, airing to approximately 1.8 million people across the UK.
Directly comparing Lidl’s products with those of its supermarket competitors, the campaign highlights their quality and value, with the strapline Big On Quality, Lidl On Price.
The series of adverts kick off the New Year by focusing on how far shoppers’ money goes by shopping at Lidl.
The campaign hones in on key ingredients to make a popular meal solution, with a school lunch box being the first. The ad demonstrates how, for the price of one packet of Cheddar from a rival supermarket, a shopper can afford to buy all the elements for a week’s worth of school lunches in Lidl.
The fully integrated campaign will encompass TV, social, video, press, in-store, online and POS. It follows the success of Lidl’s Christmas, Easter and Evolution ad campaigns, which were also created by TBWA London.
Claire Farrant, advertising and marketing director at Lidl UK, said: “Our products have always been famously great value, and this campaign really highlights just how much more shoppers can get for their money at Lidl, without ever having to compromise on quality. It offers key meal solutions for all the family demonstrating the great range we have at Lidl.”
Andrew Chisholm, managing partner at TBWA London, said: “Following the success of our latest ad campaign with Lidl at Christmas, we showcase Lidl’s amazing value by letting the low prices speak for themselves in a simple, but powerful new series of ads – the perfect inspiration for those watching the pennies in the New Year.”
© 2017 European Supermarket Magazine – your source for the latest retail news. To subscribe to ESM: The European Supermarket Magazine, click here.
