Lidl On Price

Lidl is throwing down the pricing gauntlet to rivals with a new eight-week ad campaign using the strapline ‘Big on Quality, Lidl on Price’.

The campaign will focus on the key ingredients needed to make a number of meals. The first ad, which is to air on Friday 6 January during Channel 4’s Big Fat Quiz of Everything, demonstrates how the ingredients of a week’s worth of school packed lunches can be bought for the same price as one packet of Cheddar sold at a rival supermarket.

The activity forms part of a wider eight-week print and digital campaign designed by TBWA London.

The ad will also appear on ITV1 over the weekend during The Voice and Dance Dance Dance.

“Our products have always been famously great value, and this campaign really highlights just how much more shoppers can get for their money at Lidl, without ever having to compromise on quality,” said Lidl UK advertising and marketing director Claire Farrant.

“It offers key meal solutions for all the family, demonstrating the great range we have at Lidl.”

TBWA London managing partner Andrew Chisholm added: “Following the success of our latest ad campaign with Lidl at Christmas, we showcase Lidl’s amazing value by letting the low prices speak for themselves in a simple but powerful new series of ads - the perfect inspiration for those watching the pennies in the new year.”