Lidl takes huge swipe at FMCG giants in campaign to dispel 'big brand myth'

Lidl has taken an almighty swipe at brands in its latest TV campaign, which warns customers not to be "beguiled by the big brands" and sucked in by 'gimmicky' packaging.

Lidl: aiming to show consumers prefer Lidl's own products to big name brands
Lidl: aiming to show consumers prefer Lidl's own products to big name brands

The discounter is once again pitting itself directly against brands in its latest marketing campaign, designed to encourage consumers to "trust in their tastebuds" rather than being wooed by big brand names.

Our latest campaign is encouraging shoppers to let their tastebuds guide them rather than be distracted by gimmicks

The ad, which broke yesterday on ITV, encourages people to "Shop a Lidl Smarter" featuring blind taste tests with real members of the public comparing Lidl products with competitor brands including Cathedral City Cheddar. 

The advert shows participants claiming to prefer the branded products before a blind taste test, which reveals they in fact prefer the taste of Lidl own brand.

The discounter said it created the campaign following a study of 9,000 shoppers that Lidl claimed revealed its products tasted as good or better than branded rivals.

It said it wants to encourage shoppers to avoid "paying over the odds" just for a brand name.

"Our latest campaign is all about encouraging shoppers to let their tastebuds guide them rather than be distracted by packaging and gimmicks – two things they’re ultimately paying for themselves," Ronny Gottschlich, CEO Lidl UK.

The brand claims its ramped up marketing investment has helped deliver market share growth as well as growth in its social channels, with Facebook fans doubling and its Twitter following increasing by 1,300%.

The campaign is being supported with a social media push alongside print, digital, PR and outdoor.

In his first ever interview with UK media, marketing chief Arnd Pickhard revealed brand loyalty was so strong that the business refers to its customers as "Lidlers".

The brand has significantly ramped up marketing spend, outspending giants like Tesco and injecting an extra £20m investment in its marketing over the past year. 

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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