How Lidl found itself atop the grocers' Christmas tree

IPA Effectiveness Awards Case Study 2016


This is the story of how investment in brand advertising helped propel Lidl into the position of being Britain’s fastest-growing grocer. The ‘Lidl Surprises’ campaign challenged the idea that the chain’s keenly-priced food must be of poor quality. Using varied contexts from farmers’ markets to taste tests and groups sitting down to Christmas lunch, the advertising showed Lidl products being favourably received by consumers. This case study demonstrates the contribution of advertising to increasing Lidl’s penetration and share of till roll. Econometrics calculated the campaign generated a net profit return of £1.97 for every £1 invested by the end of 2015, which was estimated to rise to £5.20 over 2016.

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“An engaging, disruptive creative platform, harnessing the advocacy of real people, has delivered brand reappraisal, sales growth, and astounding levels of customer engagement. It’s a campaign that is still paying back to the business and providing a platform for future brand growth.”

Claire Farrant, Marketing Director
Lidl UK

Winners 2016

Silver Winner

Title

How Lidl found itself atop the grocers' Christmas tree

Brand

Lidl UK

Client

Lidl UK

Agency

TBWA\London

Principal Authors

  • John Lowery - TBWA\London

Contributing Authors

  • Louise Cook - Holmes and Cook

Credited Companies

  • TBWA\London - Creative Agency
  • Hall & Partners - Research
  • M2M Media - Media Agency
  • Starcom MediaVest - Media Agency

This case very compellingly revealed a dramatic impact on the fortunes of the brand though use of traditional media channels, which supported it’s messaging of quality, resulting in a strong ROI. Jan Gooding, Aviva

Shortlist 2016

Silver Winner

Title

How Lidl found itself atop the grocers' Christmas tree

Brand

Lidl UK

Client

Lidl UK

Agency

TBWA\London

Principal Authors

  • John Lowery - TBWA\London

Contributing Authors

  • Louise Cook - Holmes and Cook

Credited Companies

  • TBWA\London - Creative Agency
  • Hall & Partners - Research
  • M2M Media - Media Agency
  • Starcom MediaVest - Media Agency

This case very compellingly revealed a dramatic impact on the fortunes of the brand though use of traditional media channels, which supported it’s messaging of quality, resulting in a strong ROI. Jan Gooding, Aviva

How Lidl found itself atop the grocers' Christmas tree

IPA Effectiveness Awards Case Study 2016


This is the story of how investment in brand advertising helped propel Lidl into the position of being Britain’s fastest-growing grocer. The ‘Lidl Surprises’ campaign challenged the idea that the chain’s keenly-priced food must be of poor quality. Using varied contexts from farmers’ markets to taste tests and groups sitting down to Christmas lunch, the advertising showed Lidl products being favourably received by consumers. This case study demonstrates the contribution of advertising to increasing Lidl’s penetration and share of till roll. Econometrics calculated the campaign generated a net profit return of £1.97 for every £1 invested by the end of 2015, which was estimated to rise to £5.20 over 2016.

Click to purchase this case study >