CHANGE
REQUIRED

Up against the behemoths Tesco, Asda and Sainsburys, Lidl faced a significant challenge to grow market penetration and basket size because while some people Love Lidl, and some like Lidl, many are active detractors of Lidl.

The task was to turn loathers into likers, likers into lovers and lovers into… well bigger lovers.

FULLY
INTEGRATED

A through-the-line integrated campaign, we poked a little fun at each audience’s secret relationship with Lidl, while heroing its value and variety offering…… as well as the weird and wonderful middle aisle.

Anyone for a Line Caught Atlantic Side Of Salmon?

Lidl NI Lover, Liker Loather advertising campaign - print ads
Lidl NI Lover, Liker Loather advertising campaign - creative, bus wraps
Lidl NI Lover, Liker Loather advertising campaign - website development project, online survey
Lidl NI Lover, Liker Loather advertising campaign - outdoor
Lidl NI Lover, Liker Loather advertising campaign - creative, photo shoot
Lidl NI Lover, Liker Loather advertising campaign - creative, photo shoot

THE RESULT

In 2019 Lidl was the only supermarket to grow market share in Northern Ireland, due to growth in market penetration and basket size. The brand continues to go from strength to strength.

6%

Market Share

Only supermarket in NI
to increase
market share in 2019

6.7%

Year-on-Year Volume Growth

7.6%

Year-on-Year Sales Growth

INSPIRED TO
CHANGE?

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