Watch: Ritson on the effectiveness factor that helped Lidl double its market share

Marketing Week columnist Mark Ritson explains how generating excess share of voice enabled Lidl to accelerate sales and market share, and tackle brand perceptions.

When German discount retailer Lidl opened its first UK store in 1994, it entered one of the most competitive retail markets in the world.

Up against Tesco, Sainsbury’s, Asda and Morrisons, for two decades Lidl struggled to grow its market share any higher than 3%. Not only did its low-price offering lead consumers to assume it was low in quality too, Lidl was a small brand so the chances of increasing its share of voice and driving advertising profitability were also hindered.

To address these issues, Lidl launched its ‘Lidl Surprises’ campaign in 2014 – a move that ultimately led to the discounter becoming a key player in the UK grocery sector.

In this video, Marketing Week columnist Mark Ritson explains how this clever campaign and one crucial effectiveness factor in particular helped Lidl increase share of voice from 5% to 19%, deliver £2.7bn in incremental sales and tackled negative brand perceptions.

This video is the latest in a series where Ritson will reveal the stories behind some of the most effective campaigns ever based upon case studies from 50 years of the Effies, including Apple, Gillette and Dove, as we examine what makes marketing more effective.

You’ll be able to see more in the series on our dedicated marketing effectiveness page.

Mark Ritson teaches the Mini MBA in Marketing. For more information go to