Lidl ‘Lidl Surprises’
Role: Creatives
Team: Paul Weinberger, John Lowery Dan Kenny & Tom Gong
Directors: Sam Cadman, Keith McCarthy & Tom Barbor-Might
During our time at TBWA/London we helped Lidl become a true challenger brand, surpassing Aldi as Britain’s fastest-growing supermarket. From 2014-2018, our work won D&AD pencils to the highest achievement in marketing — The Grand Effie for effectiveness — and is estimated to have made £2.7 billion in incremental sales and £398 million net profit.
We capitalised on competitor blunders; like Morrison’s claiming they could match Lidl prices, you just had to go through the painful, painful process of signing up to their loyalty program.
"Lidl are now trolling Morrisons"
"Supermarket Wars"And that time Sainsbury’s went viral for accidentally putting up a staff poster up in the store window encouraging staff to get customers to ‘spend 50p more with every shop’ Each time we responded within 24 hours with tactical ads in the same spots - going viral ourselves.
“Lidl on comedy form...again"
"Lidl laughs at competitors"
"Lidl Mock 50p Challenge"
At the core of the idea were hidden camera films, where we took over food stalls, schools & pubs up and down the country, filming unsuspecting people as they ate what they thought was pricey food.
But ultimately the proof was in the pudding, or Christmas pudding in our case. The food tasted great and cost a third of the price - it was surprising - and now we had a tone of voice to match.
