Lidl has launched an outdoor poster campaign to woo Irish consumers following the recent slippage in its share of the Republic’s grocery market.
Eighty sites, in areas close to its 40-plus stores, are being used to hammer home the billboard line ‘Lidl brand quality is cheaper’. It is spending €8m on newspaper ads highlighting weekly specials.
The initiative follows end-of-year figures from TNS which showed the combined Lidl and Aldi share of the Irish grocery sector had fallen from a peak of 5.6% to 4.9%.