Lidl’s marketing director on the next chapter for Lidl Surprises and turning doubters into advocates

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.

Got a question?

Recommended

Morrisons declares war on Aldi’s advertising as ASA bans three of the discounter’s ads

Thomas Hobbs

Morrisons says it is planning to complain about an additional Aldi ad to the ASA after the discounter today (June 28) saw two TV ads and a press ad banned by the advertising watchdog. Aldi, following a complaint from Morrisons, was told by the ASA it had ‘misleadingly’ compared a weekly shop of its own brand products with branded products at the big four supermarkets.