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.
Lidl overtakes Waitrose to become the UK’s seventh biggest supermarket
Thomas HobbsAldi and Lidl continue to make massive gains in the UK grocery market as the big four supermarkets lose out on market share.
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Almost two-thirds of Brits now shop at Aldi and Lidl
Thomas HobbsRising food inflation is playing into the hands of the discounters, according to the latest figures from Kantar Worldpanel.
Tesco concedes rising food prices are causing a ‘resurgence’ at the discounters
Thomas HobbsDespite reporting its first annual sales growth in seven years, Tesco’s CEO Dave Lewis is aware food inflation could force the resurgent brand to make some bold changes.
Branded goods to take a hit as food inflation soars
Thomas HobbsFood inflation shows “no signs of abating”, and Kantar Worldpanel expects that to benefit own-label products over branded FMCG goods.
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‘Investing in customer experience is now a winning formula for retailers’
Thomas HobbsAs Asos and Tesco once again reiterate their commitment to investing in customer experience, marketers should stand up and take notice.
Big four expected to profit as discounters stumble over Christmas
Thomas HobbsAnalysts claim Aldi and Lidl both struggled to entice consumers over the festive period.