Lidl has launched a £20m campaign pushing its high-end products in a bid to woo shoppers from supermarket rivals Sainsbury’s and Tesco.
The German discount chain unveiled the activity at an event in London last night (27 August), where the brand’s UK managing director Ronny Gottschlich said it had been “too self contained” and needed to engage more with British shoppers.
Gottschlich added that it was looking to be seen as a “more modern” retailer.
The ad shows a variety of East End market shoppers trying products such as the £11.99 Comte de Senneval champagne and £2.39 Vintage Reserve White Cheddar.
They are then told that the items were from Lidl.
It ends on the tagline #Lidlsurprises - signalling the first major social push for the brand.
TBWA is behind the work which goes live on 4 September across TV, print and outdoor.
Lidl also revealed that sales are expected to top £4bn by the end of the 2014 financial year and detailed plans to create 2,500 jobs as part of a £220m expansion in the UK.