Lidl Launches New Campaign Taunting Traditional Grocers

Discount grocer and private brand superstar Lidl has appointed Richmond, Virginia based The Martin Agency as its new U.S. agency. The team will launch its new campaign “Don’t Let Them Waste Your Money” campaign this week.

The multi-platform campaign caricatures what the company refers to as “the broken and bloated supermarket shopping experience many Americans face,” and highlights the better and lower cost experience at Lidl stores.

Elina Elvholm, director of brand marketing at Lidl US

The new ads follow a study from the University of North Carolina Kenan-Flagler School of Business found Lidl prices to be as much as 50% lower than nearby retailers.

“This new campaign is designed to raise awareness about the costly inefficiencies of traditional supermarkets and the savings that Lidl’s streamlined approach brings to customers every day,” stated Elina Elvholm, director of brand marketing at Lidl US. “When customers shop at Lidl, they experience less complexity, lower prices, and better-quality choices.”

The inaugural series introduces the Vanhills, a fictional family that owns a large chain of supermarkets. The Vanhills are consumed with using supermarket tricks to con customers into paying more for inferior products and inefficient practices.

“When you get a chance to work with a brand as fearless and competitive as LIDL, you have to deliver work the category won’t see coming,” said David Muhlenfeld, vice president, creative director for The Martin Agency. “So we went semi-ballistic and took a cheerful hammer to fruit pyramids and all the other tricks traditional groceries use to make you pay more than you should.

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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.