Lidl is set to unveil a new strapline, ‘Big on quality, Lidl on price’, as it looks to reinforce its quality positioning and build on its strong growth.
The discounter has already started using the line on its customer emails, with the phrase replacing ‘#LidlSurprises’ which was used previously at the top of its newsletters. It is not clear if this is a new strapline or a wider brand repositioning, or if it will replace the #LidlSurprises tagline or run alongside it.
Lidl has increasingly focused on its quality positioning, with the most recent iteration of its #LidlSurprises campaign pushing the quality of items including meat, fish and vegetables. It continued that message over Christmas with a campaign focused on how it sources its turkeys and the provenance of its products.
Speaking to Marketing Week when the campaign launched, UK marketing director Claire Farrant explained: “What we realised is despite the success of the Lidl Surprises campaign since launching in 2013, many customers and non-customers were still having serious doubts over where our food comes from. So it made sense that the next chapter of Lidl Surprises should be to prove our British provenance.”
The latest figures from Kantar Worldpanel suggest the move is paying off. Lidl’s growth continues to outpace the market, with its sales up 5.7% in the 16 weeks to 4 December. In comparison, the overall grocery market saw growth of just 0.7%. However, Lidl’s growth has slowed in recent months as Tesco and Morrisons return to growth.