How Lidl grew a lot

Lidl, a value supermarket, showed that increased advertising spending correlates with an increase in sales via its four-year UK #LidlSurprises campaign.

Campaign details

Brand: Lidl Advertiser: Lidl 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

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