With the latest ‘Lidl Surprises’ campaign aiming to convince doubters of the quality of the discounter’s meat, Lidl UK’s marketing director Claire Farrant says its past success means the brand’s marketing now has to work much harder to surprise British consumers.
Discounter Lidl is stepping up efforts to position itself as a conventional UK grocer with the launch of ‘My Lidl’ – a new online loyalty community for its shoppers.
Sainsbury’s and Morrisons have rejected claims that a focus on price cuts will lessen quality perception, with both claiming that a mix of premium quality and competitive pricing is key to revival.
Air conditioning brand Nuaire did a complete U-turn on its positioning, which resulted in it creating a pipeline value of £7.4m in just five months.
As the furlough scheme comes to an end, the realities of the impact of Covid-19 on the economy and jobs is becoming ever clearer. In our new series, our secret marketer takes us behind the scenes to offer some catharsis and lessons on what to do if you find yourself made redundant.
From building teams you can feed with two pizzas, to committing to regular retrospectives, agile working is helping GSK rethink how it does business in the era of Covid-19.
In an exclusive interview, Coca-Cola UK marketing boss talks about the challenges of 2020 and why the soft drink maker has had to be “braver” than ever before.