Lidl UK: How Lidl found itself atop the grocers' Christmas tree
This is the story of how investment in brand advertising helped propel Lidl into the position of being Britain's fastest-growing grocer. The ''Lidl Surprises'' campaign challenged the idea that the chain's keenly-priced food must be of poor quality. In varied contexts from farmers' markets to taste tests and groups sitting down to Christmas lunch it showed Lidl products being favourably received by consumers. This case study demonstrates the contribution of advertising to increasing Lidl's penetration and share of till roll. Econometrics calculated the campaign generated a net profit return of 1.97 for every 1 invested by the end of 2015, which was estimated to rise to 5.20 over 2016.