New 'Lidl. More to Value' campaign pledge goes global

German discounter Lidl is launching a global brand campaign that moves on from “Big on Quality, Lidl on Price” to “Lidl. More to Value”, designed to demonstrate to customers that there is more than just value for money when it comes to their choice of supermarket.

Through this campaign and claim, the brand aims to show that real value is not just what customer pay, it is what they get back.

Devised by retail and food specialist agency B&Bstudio, the activity focuses on the entire value offering which encompasses caring about what customers, colleagues and partners value in life. Whether that means creating memorable moments with the family, a new addition to the weekly dinner plan or a surprise treat when needed most.

According to the supermarket, the new strapline means Lidl remains steadfast in its commitment to offer customers affordable quality every day, delivering great choice, trusted products, and a service and shopping experience that puts people first

It also represents that the firm will invest in employees’ futures, supporting them to meet their professional goals and grow rewarding careers with us through training, development, and offering opportunities to thrive at every stage

Lidl is also committed to work towards a better tomorrow, putting people at the centre of its actions, implementing food waste schemes, plastic reduction and packaging innovation and committing to recognised welfare labels

For the first time, at a global and local level, Lidl will aim to be truly consistent across markets, not just with its blue, yellow and red colours or distinctive design, but also in its claims and tone.

In addition, Lidl maintains the new claim enables the brand to continue to embed itself in cultural moments which matter to customers, building an emotional connection with the ultimate aim to turn customers into fans.

Lidl GB marketing director Joanna Gomer said: “Now more than ever consumers expect brands to not only offer high-quality products, but to do so in a socially responsible way. That’s why we’re launching our new campaign, globally, to highlight everything Lidl is committed to.”

‘Lidl. More to Value.’ launches as an integrated campaign across all channels, across all Lidl markets to the end of October. It will roll out across multiple touchpoints, from TV to OLV, press and social, in-store leaflets and signage, Lidl Plus loyalty scheme, and website, marking the start of a consistent claim and tone globally.