Lidl will today launch a new advertising drive in a bid to highlight its ‘authenticity, provenance and quality’ rather than its prices.
The new campaign, which tonight features Lidl’s Deluxe Scotch Beef, “directly addresses the challenge around Lidl’s low prices leading customers to question its quality credentials” said the discounter.
The retailer said it had approached real-life sceptics - discovered via social media and independent market research - and offered them a job for a day at the farms of a selection of Lidl suppliers.
The “anti-advocates” were then given the opportunity to see for themselves how Lidl’s products were produced, while their genuine experiences could be filmed for the ad.
Tonight’s ad, to air during the first break of Coronation Street, was filmed at a farm in Perthshire, Scotland, and features beef farmer John, who has been supplying Lidl since 2010.
The second ad in the series will go live tomorrow and sees another anti-advocate meet one of Lidl’s mussel farmers at a fishery on the Isle of Mull in Scotland.
The campaign will encompass TV, cinema, press, radio, digital and social.
It follows Lidl’s Easter and Christmas campaigns, also created by TBWA.
“Research has shown us that to surprise our customers we now need to be deep rooted and transparent on where our products come from, particularly around our fresh produce,” said Lidl UK advertising and marketing director Claire Farrant.
“We’re known for our low pricing and we’re aware that this can lead customers to question our quality credentials. Our new #LidlSurprises campaign is the perfect way to help realign perceptions and we hope it will gain the public’s trust by answering their questions.”