Facing strong competition from major grocery chains, Lidl took on the significant challenge of expanding its Northern Ireland market presence and increasing basket size. While Lidl enjoys a following of dedicated fans and satisfied customers, some consumers still didn’t view Lidl as a store offering the range and quality needed for their weekly family shop. 

The marketing mission was to transform detractors into fans, fans into enthusiasts, and enthusiasts into regular weekly shoppers. 

The Big Save

We developed and launched a comprehensive, integrated campaign that featured a real family enjoying their weekly shop at Lidl. We showcased not only the impressive real-life weekly savings, but also the wide range of high-quality products available at every Lidl store. The campaign ran weekly across a full year on TV, radio, social media, and out-of-home platforms.  


The campaign’s success is underscored by its impressive four-year run, during which Lidl consistently positioned itself as the fastest-growing supermarket. Brand tracking demonstrated improved brand perception and loyalty, converting many sceptics into regular shoppers.

The increased foot traffic and higher basket sizes are testaments to Lidl’s enhanced reputation for quality, variety, and value, solidifying its strong presence in the supermarket sector. 


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