Lidl GB brings in new commercial chief to lead marketing
Michaela JeffersonPeter De Roos will join Lidl GB in April from Lidl Netherlands, where he is currently director of purchase and marketing.
‘Fiercely competitive’: Why supermarkets are committing to low prices despite inflation
Michaela JeffersonAfter posting strong Christmas trading results this week, the UK’s major supermarkets are pledging to keep their prices low this year even in the face of dramatically rising costs, driven by inflation, higher wages and the cost of living crisis.
‘It was a risk’: Lidl on its quest to conquer the UK by surprise
Charlotte RogersFrom grocery minnow with a perception problem to stealing chunks of market share from the ‘big four’, Lidl flipped the script in 2013 by ditching its established leaflet marketing strategy in favour of long-term creative idea ‘Lidl Surprises’.
Lidl takes Christmas into the future to prove it will always be ‘Lidl on Price’
Michaela JeffersonThe festive campaign sits within the supermarket’s ‘Big On’ creative framework, which aims to make Lidl as famous for quality as it is for price.
Lidl pokes fun at Christmas clichés and Aldi in ad focusing on ‘proper festive magic’
Charlotte RogersRather than getting caught up in an “unrealistic” vision of Christmas, Lidl hopes its twin message of value and quality will resonate with consumers in search of a good time.
Brands’ shift back to emotional Christmas advertising proves hit and miss
Sarah VizardAfter brands’ more ‘real’, product-focused approach to Christmas last year they have switched back to emotional advertising; but there are as many winners as losers in the brand-building game.
Lidl’s Christmas campaign promises to cut through ‘opulence’ of other ads
Molly FlemingLidl is delivering ‘a Christmas you can believe in’ as it continues its strategy to be known for more than just price.
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Watch: Ritson on the effectiveness factor that helped Lidl double its market share
Marketing Week ReportersMarketing Week columnist Mark Ritson explains how generating excess share of voice enabled Lidl to accelerate sales and market share, and tackle brand perceptions.
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Lidl on its new marketing campaign: We want to be as famous for quality as we are for price
Ellen HammettLidl is focusing on the ‘big on quality’ aspect of its brand strapline, rather than ‘Lidl on price’, as it looks to make its points of difference clearer and convince more shoppers to “keep coming back”.
Were retailers right to put their marketing focus on product this Christmas?
Ellen HammettMany retailers moved away from the big brand campaigns in favour of product-focused ads this Christmas but as retailers reveal their festive performance there are signs this may not always have been the right strategy to take.
Lidl encourages shoppers to ‘upgrade their Christmas’ by shopping at the discounter
Ellen HammettLidl is hoping its comical ads will convince customers it has everything they need to “upgrade” their festive celebrations.
Lidl scales back digital media investment after seeing poor ROI
Sarah VizardHaving increased digital investment as it raised its marketing budgets, the discounter has since scaled spend back to “more appropriate levels” after finding it wasn’t as effective as other channels.
Nestlé launches pink KitKat and Lidl slows US plans: International round-up
Molly FlemingPlus Lego pairs with Chinese internet giant Tencent to launch a virtual world, and Starbucks wins a trade mark case against Belgian coffee brand.
Tesco and Lidl’s festive ads channel the quirky personas of modern Britain
Charlotte RogersThe supermarket rivals are looking to demonstrate their relevance for consumers by celebrating the British public’s quirky “festive personalities”.
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Lidl: Programmatic is new, shiny and overvalued
Thomas HobbsThe discounter’s head of media Sam Gaunt says the marketing industry is “guilty of overselling programmatic” and that the brand gets much better ROI from press, radio and TV advertising.