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Lidl has embarked on a guerilla poster campaign to take a swipe at rival retailers and position itself as a cheaper alternative to Waitrose and Marks & Spencer.

TBWA, the ad agency for the plucky discount brand, created a series of OOH ads that showed the familiar creative from the likes of M&S and Waitrose overlaid with an 'ad' from Lidl promoting its cheaper prices.

Adding insult to injury, the placements near its rivals' stores.

In an attempt to build up the 'Big on Quality, Lidl on Price’ proposition, the retailer spotlighted the price differences between popular Christmas products such as Christmas puddings, baklava mince pies, to free-range turkey and gingerbread gin liqueur. 

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Ryan McDonnell, commercial director at Lidl UK said: “Our deluxe range offers customers the best value and quality in the market and these ads are all about us getting that message out there.

“Shopping anywhere else means customers are paying more than they need to for great Christmas products," he added. "Our premium range means customers can really upgrade their Christmas this year, without a hefty shopping bill.”

It comes after the retailer was one of the lad brands to parody John Lewis' long-awaited Christmas work with a print ad purporting to sell an inexpensive keyboard, it carried the memorable strapline and Elton John reference 'Lidl bit funny'.