Lidl goes 'big on quality' in new ad

Josh Hall's picture
by Josh Hall

Lidl has launched a new ad playing on its 'big on…' message.

The ad explores the discount supermarket's 'Big on quality, Lidl on price' strapline, underscoring the chain's everyday item offerings.

It also highlights treats and discretionary items available in the stores.

The ad is the first work for Lidl from agency Karmarama, who won the account in December. It debuts during the live final of Britain's Got Talent. It will also run in print, cinema, radio, digital, OOH, social, in-store, and POS.

Media buying comes from Starcom, and strategic planning from OMD.

Commenting on the campaign, Lidl UK chief commercial director Ryan McDonnell said: "Everyone knows we’re Lidl on price – we’re famous for our amazingly low prices – and customers love us for our deluxe ranges, British produce and award-winning products.

"Now we want to remind consumers about what we’re ‘big on’ – and that’s quality; quality where it matters most, on the everyday essentials, the things our customers care about."

Karmarama chief creative officer Nik Studzinski added: "We want to tell Britain what Lidl is ‘big on’. Big on quality. Big on range. Big on Britain. Our campaign does just that and it does it with energy and swagger."

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