Lidl's New Campaign Shows Customers That It's Big on Affordable Quality for All

Lidl GB today unveiled its new brand campaign which features a fresh, bold take on the retailer’s ‘Big on’ advertising campaign. The launch will see the supermarket bring to life reasons why Lidl shoppers love the retailer, from the ‘so delicious I just can’t wait another moment’ Pastel de Nata from the in-store bakery to the unexpected items you didn’t know you needed, in the middle of Lidl.

With a dynamic and modern look and feel, the new execution puts a strong emphasis on the affordable quality and range across all in-store categories, showing that Lidl is ‘Big on’ the products you need, from everyday essentials to those special treat purchases.

The campaign shows people across Great Britain enjoying a whole host of delicious food and drink, and can’t-live-without products across multiple lifestyle occasions and moments, underpinned with the promise that the retailer is ‘Big on’ quality on everything from bakery products and BBQ to nappies and dog pools!

Claire Farrant, marketing director at Lidl GB, explains: “With this campaign we wanted to prove that Lidl is on your side, that everyone in Britain deserves high quality products at affordable prices! And no matter what you are big on, be it the big shop, the BBQ, the Friday night takeaway or the random but loved item from our middle aisle, we are always committed to this promise Big on quality Lidl on Price.”

Created by advertising agency Karmarama, the first execution of the new campaign debuts on 17th June.

The TV executions will be supported by an integrated multichannel marketing campaign across various platforms, including in print, radio, digital, cinema and in outdoor spaces over the summer. The campaign will also run on social as well as in-store and at point-of-sale.

Nik Studzinski, chief creative officer at Karmarama, said of the new campaign: “Our latest campaign for Lidl reinforces the idea that ‘Big on Quality, Lidl on Price’, isn’t just a promise for the savvy few. It’s a promise for every single person in the UK.”