Earlier this month Lidl unveiled its new £20m brand campaign aimed at altering the public’s perception of its products.

It marks a step change in the company’s marketing strategy, as it had previously relied on door drops and leafleting to get across its price message.

Lidl will now focus on TV ads and social as a way of communicating with its customers.

The campaign comes as the grocery chain is plotting a £220m UK expansion that will help it to further capitalise on its already soaring sales figures, with revenue expected to reach £4bn in 2014 up from £2bn in 2010.

All the activity is centred around #LidlSurprises, with TV, print and in-store promotions all sporting the hashtag.

We’ve all been reasonably impressed with the campaign at Econsultancy (Ben Davis in particular), so I thought I’d elaborate on what makes it so impressive.

It turns the brand’s negative image into a positive 

This is a tactic that was recently employed by Ryanair as it sought to overhaul its reputation for delivering a terrible customer experience alongside its cheap prices.

The budget airline ran its first ever TV ads to promote its improved website while giving a sly nod to the brand’s dodgy reputation.

Lidl’s ads use a similar tongue-in-cheek tone that uses people’s negative image of the brand to highlight the quality of its products.

The TV ad features a farmers market in East London where unsuspecting members of the public are shown complimenting the quality of the products before showing surprise at how cheap it all is.

The big reveal is that the food is from Lidl.

It’s a clever idea and one that knowingly undermines people’s perceptions of the Lidl brand and its products. Though it equally shows just how much our opinions are impacted by the way in which things are presented to us.

That’s assuming that the reactions are all genuine, which I am slightly dubious about.

It’s also worth drawing a comparison with a Waitrose campaign that asked people to share their experiences of the brand using the hashtag #WaitroseReasons.

Though many people hijacked the hashtag to poke fun at the brand, the tweets were generally jokes about the brand’s upmarket image rather than complaints about shoddy service or poor quality food.

Ultimately this served to reinforce the fact that consumers see Waitrose as a premium brand.

Similarly, though there are people that have been using the #LidlSurprises hashtag to complain about shoddy service, reaction has been largely positive and has only highlighted the retailer’s reputation for low prices.

It’s simple but effective

A TV ad with a hashtag isn’t a revolutionary marketing idea, but then the premise of the campaign is also very simple.

Lidl is aiming to change people’s perceptions of the brand and take a softer approach to communicating with customers. 

The ad strikes a friendly, light-hearted tone that manages to steer clear of patronising its customers.

As a posh ninny from the home counties who normally wouldn’t consider shopping anywhere other than Waitrose or Sainsbury’s, I will admit that the ad has gone some way to changing my snobbish view of the brand. 

If I thought there was a Lidl store within less than 30 miles of Marlow, I might even consider paying it a visit.

A cursory glance at mentions of the hashtag shows that many other people are equally impressed with the advert.

It ties up social with the real world

Again, using customer tweets in adverts isn’t a new idea but it is a fairly revolutionary approach for Lidl.

As well as appearing in print ads, positive tweets that use the #LidlSurprises hashtag have also been used in-store.

Many of these are consistent with the playful theme of the campaign, as they show customers making comments about how they were surprised that Lidl actually sold decent products.

It uses experiential marketing to bring the campaign to life

We’ve previously discussed the effectiveness of experiential marketing, highlighting 10 examples from global brands.

The reason these type of events work is that they create a closer bond between the consumer and the brand by immersing them in a fun and memorable experience.

Also, by capturing the public’s reaction you get some shareable content that can be posted on YouTube, or indeed used as a TV ad.

Admittedly the YouTube ad hasn’t exactly set the world alight just yet (it only has around 10,000 views in a week), but then it’s a brand campaign aimed at altering perceptions of a budget supermarket, so the chances of it going viral were always quite slim.

David Moth

Published 8 September, 2014 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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Comments (8)

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Jennie Holmes

I agree that this is a great campaign and will definitely improve the brand image.


I had this genius ad campaign explained to me by a colleague, they were very passionate about how good it was and how much the company has invested. They said I should really check out ALDI.

Interesting how customers still get them confused despite two distinctive marketing campaigns. Surely the next big challenge is how they differentiate themselves?

almost 4 years ago

Pete Austin

Pete Austin, Founder and Author at Fresh Relevance

Also love the campaign. Lidl has always been pretty good at fruit and veg. Here's the nearest to Marlow, about 6 miles away, off Desborough Road in High Wycombe:

Lidl, W Richardson St, High Wycombe, Buckinghamshire HP11 2SB, United Kingdom

almost 4 years ago



I think this is a refreshing campaign and I enjoyed watching the farmers market ad. However, it solely focuses on the product quality angle.

Something which puts off consumers from shopping at the likes of Lidl and Aldi is the shopping experience itself, which will take more than an ad to overcome. I guess if enough people give Lidl a try, it'll have an impact though.

Ps. David, there's a Lidl just down the road from you in High Wycombe.

almost 4 years ago


John Lowery

My email address may betray the slightest lack of objectivity but, David, believe me the reactions are for real. I was on the shoot.

Given that you've added to my understanding of how the campaign might work (and I am an account planner) perhaps we at TBWA could treat you to a Lidl dinner, in the interests of turning your negative into a positive.

John Lowery

almost 4 years ago

David Moth

David Moth, Managing Editor at Barclaycard

Thanks for your comments.

@Pete and Hannah, my comment about not having a Lidl nearby was intended to be tongue-in-cheek, though I have genuinely never shopped in one. Maybe it's time to pay a visit to Wycombe.

almost 4 years ago

David Moth

David Moth, Managing Editor at Barclaycard

@John, congratulations on the ad. And I'd be more than happy to accept your offer of a slap up Lidl dinner - david.moth@econsultancy.com

almost 4 years ago


Alistair Williams

Hastags in TV Ads are not revolutionary. However it seems to take strong willpower to use them only when the content and delivery of the communications is likely to generate debate and comment.

Using Hashtags for every feature of a show is useless and irritating (well done XFactor for tarnishing the use of hastags on TV). However people are likely to use the Lidl hashtag to fully explore people's perceptions of the brand as well as engage with the TV Ad's messaging.

This will give the company huge amounts of intelligence. People will be openly giving the company feedback on what they think of the brand, its products, relative market position. Additionally they'll be able to figure out where to take the brand next and provide a great sounding board for initiatives like the new Lidl clothing range that is in development.

Exciting times for a brand, which I suspect will leave it's close, fellow German competitor Aldi way behind over the next year.

almost 4 years ago


Rob Graham

I draw your attention to link below as a way of explaining and partly showing what we were trying to achieve. I can assure you that the only actors used were the "market traders" nobody else knew our "Lidl surprise" until it was revealed at the point of purchase.
And everyone is welcome to visit our website to locate the nearest store to you, why not sign up to the email newsletter while you're there?

almost 4 years ago

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