Lidl
THE CLIENT
As one of the fastest growing retailers in Europe, Lidl has also just celebrated 20 successful years of growth in Northern Ireland. Through a tested formula of quality local produce and low prices, market share growth has been consistently positive.
CHALLENGE
On review of sales patterns, the brand approached Ardmore to help provide insight to better connect with the Northern Ireland consumer. We were tasked to help put some colour around the statistics and understand why they shop differently than anywhere else?
SOLUTION
This meant in-depth research into the attitudes, beliefs and behaviours around the weekly food shop. Why, who, where and how people across Northern Ireland keep their family and themselves fed and how we can encourage them to consider Lidl.
This research informed the brand’s first bespoke Northern Ireland advertising campaign. The aim was to connect with shoppers who love, like and even loathe Lidl.
RESULTS
+ 6% NI total Market Share achieved in 2019.
+ 7.6% year on year sales growth 2019
+ 6.7% year on year volume growth In 2019
As shareholders in one of the largest networks of independent agencies in the world, we have full access to the skills and resources of a global community of 70 agency partners in 40 countries. We are able to draw on this expertise across borders and continents.
As a result, Ardmore Worldwide Partners today is an Agency with truly global capabilities. We are able to advise our Clients in relation to local cultural knowledge and specific market sensitivities, as well as local media channels, sales channels and suppliers. We further have direct access to behavioural research conducted by our network partners across a range of sectors including tourism, transport, pharma, agri-food and finance.
As a consequence of this, in the past 24 months Ardmore Worldwide Partners has delivered high-impact marketing campaigns and solutions in 14 countries, including the staging of experiential campaigns in cities from Prague to Singapore, Geneva to London, achieving spectacular results.
Over 50% of the work we do today is conducted outside of the UK and Ireland, and we are proud to deliver on our promise of spectacular results on a global scale. For those few territories not serviced by Worldwide Partners, we have developed the Ardmore Global Hub which offers an expanding range of world-class, globally-experienced freelance talent, from Strategic Planning to Creative and Web Development.
Our Hub model means that we can offer a tailored mix of people, skills and services required to solve Clients’ challenges and needs in specific international markets. Centrally managed from our UK and Ireland base, the Ardmore Global Hub is continually developing, with our Clients enjoying the benefits of our expanding capabilities in the delivery of national and international integrated marketing communications.