Precisely what Heinz has done to irk Lidl we’ll never know, but each of the discounter’s new ads takes on one of the famous 57 varieties.
The set-up is familiar by now. Robotically cheerful Lidlites conduct taste tests with the Great Unwashed, pitting own-label stuff against Heinz’s tomato soup and, in a separate ad, its tomato ketchup (Lidl sure is confident about its tomato products).
The testers announce they prefer the branded stuff, before the taste-droids reveal they’ve switched labels, revealing the riff-raff to be brand-biased fools.
“Ha!”, the ad seems to say. “Now if you don’t shop at Lidl you’re a traitor to your own tastebuds! Also have you ever noticed that ‘Lidl’ sounds very similar to ‘little’? We have!”