Discount grocer Lidl has taken a big jab at Britain’s national brands in its latest TV campaign, which warns customers not to be “beguiled by the big brands” and sucked in by ‘gimmicky’ packaging. The retailer is pitting its private brand against manufacturer brands in the campaign, designed to encourage consumers to “trust their taste buds.”
Our latest campaign is encouraging shoppers to let their taste buds guide them rather than be distracted by gimmicks
The campaign, which broke late last week on ITV, encourages people to “Shop a Lidl Smarter.” It features blind taste tests with customers comparing Lidl private brand products with competitor brands. The commercials show taste test participants who profess preferring the manufacturer branded products before participating in a blind taste test, which reveals they in fact prefer the taste of Lidl private brand.
The campaign was created from the results of a study of 9,000 shoppers that Lidl revealed its private brand products tasted as good or better than manufacturer brand products.
“Our latest campaign is all about encouraging shoppers to let their tastebuds guide them rather than be distracted by packaging and gimmicks – two things they’re ultimately paying for themselves,” Ronny Gottschlich, CEO Lidl UK.
The increased marketing investment has helped deliver market share growth as well as growth in its social channels, with Facebook fans doubling and its Twitter following increasing by 1,300%.
The campaign is being supported with a social media push alongside print, digital, PR and outdoor.