Advertising Lidl TBWA London

Lidl goes for the jugular of rivals with ‘Big On Quality, Lidl On Price’ campaign


By John Glenday, Reporter

January 4, 2017 | 2 min read

Lidl has set out to cement its ascendancy in the UK supermarket sector with a New Year campaign outlining its pledge to be ‘Big On Quality, Lidl On Price’ as it seeks to build on its reputation for cut price groceries.

Devised by TBWA/London the strapline will take centerstage in a print campaign from today before appearing in a television campaign which will debut during Friday’s edition of The Big Fat Quiz of Everything show on Channel 4.

Each element will seek to reinforce the message that your stretched purse or wallet will go further when opened at Lidl by highlighting a comparable basket of produce used in the preparation of popular meals.

Claire Farrant, advertising and marketing director at Lidl UK, said: “Our products have always been famously great value, and this campaign really highlights just how much more shoppers can get for their money at Lidl, without ever having to compromise on quality. It offers key meal solutions for all the family demonstrating the great range we have at Lidl.”

Andrew Chisholm, managing partner at TBWA\London, added: “Following the success of our latest ad campaign with Lidl at Christmas, we showcase Lidl’s amazing value by letting the low prices speak for themselves in a simple but powerful new series of ads – the perfect inspiration for those watching the pennies in the New Year.”

The fully integrated campaign will encompass TV, social, video, press, instore, online and POS and follows on from a Christmas Twitter pricing promotion.

Advertising Lidl TBWA London

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