Lidl has embarked on a blind taste advertising push to query the public on how its own-brand products perform against well-known named products.
The slots, created by TBWA\London, will show real people display their preference of Lidl products over named equivalents in a bid to combat the perception that own brand food is inferior.
Ronny Gottschlich, chief executive of Lidl UK, said: “Our latest campaign is all about encouraging shoppers to let their tastebuds guide them rather than be distracted by packaging and gimmicks – two things they’re ultimately paying for themselves. Low price doesn’t have to mean low quality, and our research conducted among 9,000 shoppers shows that the public agrees. We’re really excited about this latest campaign as it allows the quality of our products to speak for themselves and brings to life our core principles of quality, range, provenance and, of course, value.”
With a £20m investment, the ‘Shop A Lidl Smarter’ campaign will be supported by a multichannel marketing campaign across print, digital, cinema, social, PR, outdoor and in-store.
This makes Lidl the biggest supermarket spender in the UK press advertising category for the third consecutive month, according to Nielson.