By Cameron Clarke, Editor

June 2, 2019 | 2 min read

Lidl is stressing it is "big on quality" in a new ad campaign designed to convince consumers it is more than just a discounter.

In a push devised by its recently appointed agency Karmarma, the supermarket is still using its 'Big on quality, Lidl on price' catchphrase but putting the emphasis firmly on the first half of that brand promise.

Along with fellow German retailer Aldi, Lidl has helped transform the UK's grocery market thanks to its budget prices. Its market share has grown by 8.5% year-on-year according to Kantar figures.

"Now we want to remind consumers about what we’re big on – and that’s quality," said Ryan McDonnell, chief commercial director at Lidl UK. "Quality where it matters most, on the everyday essentials, the things our customers care about.”

The TV executions will be supported by a multichannel marketing campaign across print, radio, digital, cinema and outdoor this summer. The campaign will also run on social as well as in-store and at point-of-sale.

Karmarama succeeded Lidl's previous agency, TBWA, on the account in March. Its chief creative officer, Nik Studzinski, said: "We want to tell Britain what Lidl is ‘Big on…’ Big on quality. Big on range. Big on Britain. Our campaign does just that and it does it with energy and swagger. We couldn’t be more…what’s the phrase…thrilled…pumped…stoked…erm, Big on, to be working with them.”

The first instalment of the campaign debuted during the Britain's Got Talent final on ITV on Sunday (2 June). Media planning and buying for the campaign was handled by Starcom and strategic planning by OMD.

Advertising Lidl Karmarama

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