An ‘own goal’ or the right decision? Experts react to Lidl’s victory over Tesco
Molly InnesHas Lidl scored an own goal in its victory over Tesco, or does this signify a change in how brands and retailers market themselves?
Lidl comes out on top as Tesco ordered to drop Clubcard logo
Molly InnesFollowing a legal battle between the two retailers, the High Court has ruled Tesco copied Lidl’s logo to “deceive” customers.
Discounters boost TV investment as they look to maintain market share momentum
Michaela JeffersonData shared exclusively with Marketing Week shows Aldi and Lidl are increasing their TV advertising investment well ahead of their competitors, as the discounters continue to notch up market share gains.
Switch to own label accelerates as grocery inflation passes 17% for the first time
Lucy TesserasThe trade down to own label “shows little sign of stopping”, according to Kantar’s latest data, with Aldi and Lidl also continuing to steal market share.
‘Many moving parts’: As Aldi and Lidl continue to soar, what next for UK supermarkets?
Niamh CarrollSupermarkets have reported strong Christmas results despite economic headwinds, but analysts say for the traditional grocers, this good fortune is unlikely to last.
Lidl introduces new brand character ‘Lidl Bear’ for Christmas
Michaela JeffersonLidl GB’s marketing director Claire Farrant says the Lidl Bear “stands apart” from other Christmas characters because of its “hilarious, deadpan expression”.
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.
1 Comment
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.
1 Comment
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”.