How Lidl found itself atop the Grocers' Christmas Tree

John Lowery

This case study shows how Lidl, a supermarket brand, increased sales and beat its competition in the UK using a hidden-camera stunt that showed customers' reactions to its low prices.

How Lidl found itself atop the grocer's Christmas tree

Principal author: John Lowery, TBWA\LondonContributing author: Louise Cook, Holmes and Cook

Have Yourselves a Merry Lidl Christmas

When Kantar Worldpanel1 delivered its verdict on the British grocers' performance over the 2015 Christmas period they summarised the story with this chart:

Fig. 1

In the light of the much-publicised, seismic shift that has been taking place in the British grocery market over the last few years, it will come as little surprise to see Lidl performing well but for it to be outstripping Aldi is something quite...

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