Agency: TBWA\London; Starcom
Shoppers were sceptical about Lidl's value model, assuming that cheaper meant worse. To address this perception and increase household penetration, Lidl adopted a more mass-reach strategy. Between 2014 and 2017, campaigns focused on revealing truths about the brand and its products, backed with increased media spend. Following the activity, Lidl's market share peaked at 5.3%. This case estimates that £2.7bn of direct and long-term sales were generated, with a £398m net profit delivered over four years.
The judges liked how rigorously this paper applied the 'laws of growth' across communications over time, moving from short-term activation to a blend of brand and response, combating misperceptions about the brand, migrating the media mix into national investment and achieving sustained long-term growth.