Lidl: advert-body-2 by The Martin Agency

Lidl is launching a new advertising campaign, which caricatures the broken and bloated supermarket shopping experience many Americans face, and highlights the better and lower cost experience at Lidl stores.

The campaign marks the first collaboration between Lidl and The Martin Agency. The new ads come shortly after a study from the University of North Carolina Kenan-Flagler School of Business found Lidl prices to be up to 50% lower than nearby retailers. The study also observed that competing retailers consistently charged customers substantially higher prices on identical products in towns where Lidl is not present.

The 'Don’t Let Them Waste Your Money' series of new ads introduces the The Vanhills, a fictional family that owns a large chain of supermarkets. The Vanhills are consumed with using supermarket tricks to con customers into paying more for inferior products and inefficient practices.

The first TV ad, titled 'Apple Pyramid,' features a group of executives from Vanhill’s Inc. standing around an employee as he erects an enormous apple pyramid. When one of the family executives questions the value in this practice, his mother, the chief executive of Vanhill’s Inc., reprimands him, and says they have to make the apples look fresh somehow. She then muses aloud about the alternative of actually carrying fresh apples, pauses to let the idea sink in, and then erupts in diabolical laugher. Lidl will release several additional TV ads featuring the Vanhills over the coming weeks.