After brands’ more ‘real’, product-focused approach to Christmas last year they have switched back to emotional advertising; but there are as many winners as losers in the brand-building game.Lidl is delivering ‘a Christmas you can believe in’ as it continues its strategy to be known for more than just price.Marketing Week columnist Mark Ritson explains how generating excess share of voice enabled Lidl to accelerate sales and market share, and tackle brand perceptions.Lidl is focusing on the ‘big on quality’ aspect of its brand strapline, rather than ‘Lidl on price’, as it looks to make its points of difference clearer and convince more shoppers to “keep coming back”.Many retailers moved away from the big brand campaigns in favour of product-focused ads this Christmas but as retailers reveal their festive performance there are signs this may not always have been the right strategy to take.Lidl is hoping its comical ads will convince customers it has everything they need to “upgrade” their festive celebrations.Having increased digital investment as it raised its marketing budgets, the discounter has since scaled spend back to “more appropriate levels” after finding it wasn’t as effective as other channels.Plus Lego pairs with Chinese internet giant Tencent to launch a virtual world, and Starbucks wins a trade mark case against Belgian coffee brand.The supermarket rivals are looking to demonstrate their relevance for consumers by celebrating the British public’s quirky “festive personalities”.The discounter’s head of media Sam Gaunt says the marketing industry is “guilty of overselling programmatic” and that the brand gets much better ROI from press, radio and TV advertising.Aldi and Lidl continue to make massive gains in the UK grocery market as the big four supermarkets lose out on market share.Rising food inflation is playing into the hands of the discounters, according to the latest figures from Kantar Worldpanel.Despite reporting its first annual sales growth in seven years, Tesco’s CEO Dave Lewis is aware food inflation could force the resurgent brand to make some bold changes.Food inflation shows “no signs of abating”, and Kantar Worldpanel expects that to benefit own-label products over branded FMCG goods.As Asos and Tesco once again reiterate their commitment to investing in customer experience, marketers should stand up and take notice.Copyright © 2020 Centaur Media plc and / or its subsidiaries and licensors.
We couldn’t be more…what’s the phrase…thrilled…pumped…stoked…erm, Big on, to be working with them.”Implementational planning and buying for the campaign was handled by Starcom and strategic planning by OMD. The new campaign will see the supermarket bring the concept of ‘Big on’ to the forefront, demonstrating that Lidl is ‘Big on’ quality, whilst always Lidl … Np.
A Lidl advert has been banned after Tesco complained, saying it was misleading customers about the savings they could make when comparing the two supermarkets.The press ad, which appeared in the Belfast Telegraph from January 15 to January 19, claimed that shoppers could ‘Save £46* versus the same shop in Tesco.’It showed two trolleys filled with different products with text above one saying ‘Lidl £67’, and the other reading ‘Tesco £113.’However, the claims were brought into question when Tesco objected, accusing Lidl of leading shoppers astray by comparing branded products it sold with own-brand products at Lidl.In some cases, Lidl even sold the branded product, Tesco said.Lidl Northern Ireland insisted that the ad compared products with the same purpose, which met the same need on the basis of price, and included Tesco own-brand products.However, the Advertising Standards Authority (ASA) upheld Tesco’s complaint, stating consumers would expect the comparison to have been made between the most comparable items, reinforced by the ‘versus the same shop’ wording.The ASA ruled that the ad must not appear again, stating: ‘The ad made no direct reference to a comparison between branded and non-branded goods.‘In addition, in many cases Tesco sold own-brand equivalents that the price-conscious consumers to whom the ad was addressed were likely to regard as the most relevant comparator products.‘We therefore considered that the basis of the comparison was unclear.’It added: ‘We told Lidl to ensure savings claims did not mislead by, for example, not comparing the most relevant comparator products; not making clear when branded products were being compared with non-branded; not ensuring price comparison data was up to date; and not stating when the comparison had been carried out.’A Lidl spokesperson said they were ‘disappointed ‘ as they believed their ad to be published in ‘good faith’.They said: ‘We are disappointed with the ASA’s findings as we always try to be transparent with our customers.‘We ran a marketing campaign in good faith which compared prices between ourselves and our competitors, in this case Tesco.‘The ASA approached us prior to their final decision and we adhered to their recommendation.‘Although disappointed, we fully respect the ASA’s decision.’Last month the ASA upheld a complaint by Tesco that Aldi had unfairly skewed a price comparison in their favour.They said Aldi had given consumers the overall impression that they could make significant savings generally by switching their loyalties.What are the current opening times for supermarkets and do they still have priority hours?Here are all the BEST fake tan products for getting a sun kissed glowTesco staff to take on cleaning duties for toilets and floors in almost 2,000 storesLooking to buy in London? zobacz galerię 1500€ brutto to jest moze 1200 na rękę, z tego jeszcze średnio 700-900€ na przyzwoite mieszkanie.