Lidl moves upmarket by switching from leafleting to TV spots
Discount supermarket chain Lidl has announced it is to ditch its practice of door-to-door leafleting to drum up business by focusing on a new £20m TV and social media campaign instead.
Launching on Friday night the TBWA masterminded campaign will focus on propagating its #Lidlsurprises tagline to existing and prospective shoppers over the coming five to six months with images of happy shoppers picking up high-end items such as champagne, steak and cheese being beamed into people’s homes.
Lidl's UK MD Ronny Gottschlich said: “We've been really German in the way we are dropping leaflets through letter boxes saying 'you have to read this and see our prices and come and shop' ... We needed to change to become more of a British retailer not just by what we offer and our quality and price perception but how we engage with our customers.”
Kicking off in cinemas before spreading to ITV 1from 4 September the campaign will dovetail with a series of online adverts.