Lidl
Range: Deluxe | Launched: 2008 | No. of SKUs now: Not supplied | How has it evolved? Tempting in shoppers with the offer of lobsters for less than £5, and giant cowboy steaks, Lidl’s Deluxe range has gone from strength to strength, reporting year-on-year growth as high as 65%. The brand is an exemplar of the role marketing plays in sales. A series of press ads in 2012 led to a 200% rise in sales of the range from the previous year. The following year, the discounter splurged £750,000 on its first TV ad, which focused on premium, having upped its ad budget by 47%.