Big On Quality, Lidl On Price.

As the impending invasion of German global discount supermarket chain, Lidl rapidly approaches their movement and strategy in other markets is telling of their potential strategy in the U.S. In the U.K. they have implemented a plan that promotes aggressive growth. Their Latest marketing campaign dramatically brings to life their brand promises ‘Big On Quality, Lidl On Price.’

This week that promise is featured in print ads which lead into television as well as a fully integrated online, social, POS and in-store campaign. The campaign will reinforce the aggressive quality and price message by comparing Lidl private brand items to equivalent pricing and items at other stores.

Claire Farrant, advertising and marketing director at Lidl UK, said: “Our products have always been famously great value, and this campaign really highlights just how much more shoppers can get for their money at Lidl, without ever having to compromise on quality. It offers key meal solutions for all the family demonstrating the great range we have at Lidl.”



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.