Lidl - Surprisingly High Returns for a Surprisingly Low Investment

In 2013 Lidl were determined to reduce their dependence on printed promotional advertising, and to divert their marketing spend to above-the-line advertising. Lidl experimented in Scotland by reducing their print piece from A3 to A4, which resulted in them managing to shrink their environmental footprint and make savings large enough to fund an above the line campaign. Lidl subsequently launched a campaign designed to change people’s perceptions of Lidl as a downmarket supermarket, stressing the combination of high quality at low prices.The campaign achieved a return of between £5 – £12m in the short term and the results have encouraged Lidl to make further commitment to above the line advertising.