Lidl UK has unveiled its latest advertising campaign which talks more about product quality and range and less about price as part of moves to convince shoppers that it is more than a discounter and can be a destination for the big weekly shop.
The fast-growing chain is still using its ‘Big on quality, Lidl on price’ catchphrase but putting the emphasis firmly on the first half of the brand promise. The opening ad (see below), which debuted last night, aims to show that Lidl is ‘Big on’ all the everyday essentials people need for the main household shop, as well as top up shops and special treat purchases. It also reinforces the message that it sells British food.
Ryan McDonnell, Chief Commercial Director at Lidl UK, commented: “Everyone knows we’re Lidl on price – we’re famous for our amazingly low prices – and customers love us for our Deluxe ranges, British produce and award winning products. Now we want to remind consumers about what we’re ‘Big on’– and that’s quality; quality where it matters most, on the everyday essentials, the things our customers care about.”
The TV executions will be supported by an integrated multichannel marketing campaign across various platforms, including in print, radio, digital, cinema and on outdoor spaces over the summer. The campaign will also run on social media as well as in-store and at PoS.
Nik Studzinski, Chief Creative Officer at Karmarama, the ad agency behind the campaign, said: “We want to tell Britain what Lidl is big on. Big on quality, big on range, big on Britain.”
NAM Implications:
- Still think you can afford not to work with Lidl…
- While this discounter increases range by adding in SKUs that matter…
- And building upon (UK) quality…
- Whilst growing at their rate.
