Broadcast - Radio
Broadcast - Television
Digital Media Planning & Buying
National Media Planning & Buying
Project Overview
Lidl, the German international discount supermarket chain, faced a significant challenge to grow market penetration in Northern Ireland.
Competing for market share with the UK supermarket behemoths, Tesco, Asda and Sainsburys, the communications task was to turn ‘loathers’ of the brand into ‘likers’, likers into ‘lovers’ and lovers into… well, bigger lovers!
Details
A through-the-line integrated advertising campaign was deployed which poked a little fun at each audience type’s secret relationship with Lidl and its value and variety offering.
