Lidl Blend Test

This case study looks at how Lidl, the discount supermarket, differentiated itself from its main rival, Aldi, in Belgium by reinforcing its quality image and targeting a younger audience.

Lidl Blend Test

Campaign details

Brand: LidlAgency: BBDOCountry: Belgium

Background

Lidl is one of the two major hard discounters in Belgium. Main competitor is Aldi. Lidl wants to differentiate from Aldi by reinforcing its quality image, especially for fresh products (Fruits & vegetables), and in the meantime target younger people.

National Context of the Campaign

Lidl (8% value market share) is the third biggest food retailer in Belgium, after Colruyt (20%), Aldi (12,5%), and is followed by Carrefour Market, Delhaize Supermarche, Delhaize AD and Carrefour Hyper.

Together with Aldi, Lidl is categorized under the hard...

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