Lidl "Lunchbox" by TBWA\London

Lidl's first ad in the "Big on quality, Lidl on price" campaign promotes a compelling deal for budget-conscious families.

The work compares the supermarket's prices with similar products from Sainsbury's and explains that instead of buying one block of cheese from the competitor, parents could buy enough food for five school lunches for the same amount from Lidl.

The supermarket unveiled its new strapline earlier this month.