Lidl: Surprisingly high returns for a surprisingly low investment

This case study explains how Lidl, the supermarket chain, experimented with reducing the size of print materialsin Scotland and diverting budget into above-the-line advertising, whilst stressing the quality of its products.

Lidl: Surprisingly High Returns for a Surprisingly Low Investment

Principal author: John Lowery, TBWA LondonContributing authors: Jenna Hoyle and Tim Noblett, TBWA London

'Surprisingly High Returns for a Surprisingly Low Investment'

Think before printing. We've all read that entreaty before. Some of us may have taken it to heart but few, if any, in quite the same way as Lidl. (The environment was not the only beneficiary.)

Since 1994 Lidl have printed and distributed a 'Wrap' – a 24page leaflet that brims with products, prices and promotions. Lidl weren't quite sure what the Wrap contributed to...

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