Our Thoughts On Lidl’s Rebranding
Discount supermarket chain Lidl is rebranding – but not in the way that you would expect. Rather than changing the look of its logo or brand colours, the company is giving its brand message a makeover. The new £20 million campaign from Lidl aims to shift the focus from the store’s low prices to the quality of its products.
Lidl is not often referred to as a brand that offers high-quality produce and luxury brand items. It is the store that you go to when you want to save a bit of money. So, it will take a lot of work to rebrand Lidl’s identity.
Publicity Stunt: Pop-Up Shop
Last weekend, Lidl hosted a pop-up market in Allen Gardens. The store’s fruits, vegetables, meat and baked goods were put on sale as though they were being sold in a farmer’s market. Camera crews were on the scene to capture the reactions of visitors as they were wowed by the low prices and the quality of the food.
This is not a publicity stunt in the conventional meaning of the term, but it has used a unique format to garner a great deal of press for Lidl. Farmer’s market shoppers are frequented by a consumer group that are likely to dismiss Lidl’s products as cheap and low-quality. By appealing to this group, Lidl has demonstrated that the quality of its products can compete with companies like Waitrose and Sainsbury’s – while offering much lower prices.
Television Ad
The footage from the farmer’s market was used to create an advertisement for the brand. It shows shoppers sampling produce from the market and remarking on the great quality. After making their purchases – and being surprised at the low cost – they are told that the items came from Lidl.
The advert takes a more organic approach to marketing, as it does not make reference to a specific product or price point. It is a departure from previous Lidl ads that were more comedic and very product-heavy. Created by TBWA\London, the ad has a high production value that would be expected from a more up-market brand.
Rebranding can help you reinvent your company or product to give it new life and appeal to a new group of consumers. Win Marketing can help you reinvent your brand. For more information, visit our Branding page or call us at +44(0)1509 265890.
Discount supermarket chain Lidl is rebranding – but not in the way that you would expect. Rather than changing the look of its logo or brand colours, the company is giving its brand message a makeover. The new £20 million campaign from Lidl aims to shift the focus from the store’s low prices to the quality of its products.
Lidl is not often referred to as a brand that offers high-quality produce and luxury brand items. It is the store that you go to when you want to save a bit of money. So, it will take a lot of work to rebrand Lidl’s identity.
Publicity Stunt: Pop-Up Shop
Last weekend, Lidl hosted a pop-up market in Allen Gardens. The store’s fruits, vegetables, meat and baked goods were put on sale as though they were being sold in a farmer’s market. Camera crews were on the scene to capture the reactions of visitors as they were wowed by the low prices and the quality of the food.
This is not a publicity stunt in the conventional meaning of the term, but it has used a unique format to garner a great deal of press for Lidl. Farmer’s market shoppers are frequented by a consumer group that are likely to dismiss Lidl’s products as cheap and low-quality. By appealing to this group, Lidl has demonstrated that the quality of its products can compete with companies like Waitrose and Sainsbury’s – while offering much lower prices.
Television Ad
The footage from the farmer’s market was used to create an advertisement for the brand. It shows shoppers sampling produce from the market and remarking on the great quality. After making their purchases – and being surprised at the low cost – they are told that the items came from Lidl.
The advert takes a more organic approach to marketing, as it does not make reference to a specific product or price point. It is a departure from previous Lidl ads that were more comedic and very product-heavy. Created by TBWA\London, the ad has a high production value that would be expected from a more up-market brand.
Rebranding can help you reinvent your company or product to give it new life and appeal to a new group of consumers. Win Marketing can help you reinvent your brand. For more information, visit our Branding page or call us at +44(0)1509 265890.
Leave a Reply