Despite rapid growth, Lidl, the German discounter, lagged competitors in penetration, basket spend, and critical brand perceptions. Lacking the brand equity or resources of rivals, Lidl adopted three levers of growth to cut through with shoppers and used a more playful and ingenious tone in its creative activities, which included champagne tasting in the dark and sponsorship of ‘The Masked Dancer’ TV show. Since 2019, communications has helped Lidl close the gap on quality, range, affinity, and consideration, and to increase its market share by 2.2ppts, equivalent to an estimated £4.5bn of additional revenue.