Lidl: Dill

This case study describes how German discount store Lidl improved brand consideration in Sweden where it was perceived as low quality because of its low prices.

Lidl: Dill

INGO Stockholm

What were the objectives for the creative work?

Lidl is a German global discount supermarket chain based in Neckarsulm, Baden-Württemberg, Germany, that operates over 10,000 stores across Europe. Among their many subsidiaries the have 160 stores in Sweden. They have always had a low price-strategy, supplying customers with quality food for a reasonable price.

For several years Lidl have tried to convince the Swedish consumers that a low price not is equivalent to bad quality. In fact Lidl has great quality products and for years they have been trying to convince the Swedish consumer. The Swedes...

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