Lidl: The Basket That Grew Up To Be A Trolley

Lidl, a value supermarket, increased the number of trips its shoppers in Ireland made by introducing a high impact campaign on digital, TV, OOH and press.

Campaign details

Brand: LidlAgency: Chemistry

Introduction and Background

A Lidl basket with big ambitions

Lidl had historically built a shopper base with a high proportion of smaller volume, but high frequency customers – i.e. the basket shopper.

Customers would often go in-store to pick up the latest promotion, and while there, pick up some of their daily shop. Until 2016, the vast majority of their marketing and advertising spend focused on footfall driving promotions which encouraged and reinforced this type of behaviour.

This approach was successful in driving penetration, resulting in nearly 7 in 10 Irish shoppers...

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