A Lidl tagline and a lot of ATL.
During my time at TBWA London, I spent a number of years writing TV, radio and print executions for challenger supermarket brand, Lidl. I also wrote the brand’s tagline line ‘Big On quality, Lidl on price’.
The successful line, which replaced #LidlSurprises contributed towards TBWA London being awarded an IPA Effectiveness Gold in 2018 and helped Lidl get regularly named as the ‘fastest growing supermarket’ in Kantar rankings.
Between 2013 and 2018, the supermarket almost doubled its market share of UK grocery sales from 3.1% to 5.6%,(Kantar, 2018), with year-on-year market share growing by 8.5%(Kantar, 2019). That’s big on quality.
Credit to the Lidl creative directors and creatives who helped us turn a Lidl brand into a Quality one: Paul Weinberger, Scott Andrews, Leigh Gilbert, Ben Fallows and Matt Deacon, Tom Gong and Dan Kenny.
EVERY Lidl THING FOR Christmas
A TVC campaign that highlights everyone's weird and wonderful Christmas quirks.
We're an odd bunch, us humans.
