Lidl UK: advert-body-1 by TBWA\London

Lidl UK features real-life mums in its latest advert created by TBWA\London. The campaign debuted during the ad breaks of ITV’s Britain’s Got Talent, reaching an estimated 1.8 million viewers across the UK.

The creative, which features mums and babies cast from the Mumsnet community, highlights Lidl’s Baby Essential products, focusing specifically on the high-quality nappies from the supermarket’s Toujours range, which have won a number of awards with Mumsnet, Mother & Baby and Good Housekeeping Insitutute.

The ad tells the real story behind a group of mums advocating Lidl’s Toujours range, and opens up with one mother bouncing her baby on her lap, referring to the low cost of Lidl’s nappy range, priced from just £1.15 for a pack of 24. Viewers then watch two other mums claiming that they also use Lidl’s nappy range because they do the job well and are cost effective.

It builds on Lidl’s previous ‘Big On Quality, Lidl On Price’ campaign, which directly compares Lidl’s products with those of its supermarket competitors, highlighting their quality and value. It’s clear that the best advice mums can get when it comes to their babies, is from other mums, reinforcing Lidl’s quality and value credentials through the eyes of real parents in the ad.