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Creative Works OOH Brand Strategy

Lidl trolls Aldi with ‘keep your friends close’ poster


By Amy Houston, Senior Reporter

March 24, 2022 | 2 min read

Never one to shy away from some trolling, supermarket chain Lidl took aim at rival Aldi as it readied a new store.


The sign outside a Lidl store in Galway, Ireland, pokes fun at its rival Aldi / Lidl

After opening a branch in Galway, Ireland, Lidl unveiled a cheeky sign reading ‘keep your friends close’ beside a photo of some not-so-inconspicuous binoculars.


Social media users were quick to praise the supermarket for its witty approach to marketing, with many taking to Twitter to post videos and images of the joke.

No stranger to some top social media pranks itself, Aldi infamously got into hot water with Marks & Spencer over the Colin the Caterpillar cake. In February of this year, the rivalry was resolved with an out-of-court settlement over the copyright claim centered on the cute chocolate cake.


Lidl: Keep Your Friends Close by Lidl

By Lidl

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