Il Villaggio - Fresh Mozzarella - Made to order everyday
unearthed - Olives with Chili - Great Balls of Fire - If you love chili, you'll love these olives
Eiffel Tower - A creamy cow’s milk delight, featuring a chalky white rind and a cream-colored, buttery, soft interior that oozes when at the peak of ripeness and temperature
Lidl Launches New Advertisement Campaign Don’t Let Them Waste Your Money, Strategically Positions the Chain Against Competition

Lidl Launches New Advertisement Campaign "Don’t Let Them Waste Your Money," Strategically Positions the Chain Against Competition

Monday, March 19th, 2018

Lidl is pulling out all the stops with its recent advertising campaign, Don’t Let Them Waste Your Money. The campaign, created in partnership with The Martin Agency, is designed to get consumers questioning their grocery decisions and to get them to, as the campaign suggests, “rethink grocery.”

In one commercial, the campaign mocks a fictitious grocery chain family called the Vanhills, who trade in fresh for profit with their practices. The advertisement positions Lidl against money-hungry chains like the one the Vanhills run, as can be seen when the commercial cuts to a shot of fresh produce the German discount grocer supplies customers.

Elina Elvholm, Director of Brand Marketing, Lidl“This new campaign is designed to raise awareness about the costly inefficiencies of traditional supermarkets and the savings that Lidl’s streamlined approach brings to customers every day,” Director of Brand Marketing Elina Elvholm said in a statement. “When customers shop at Lidl, they experience less complexity, lower prices, and better quality choices.”

Launched on the 16th, according to AdWeek, the retailer released its first 30-second video called “Apple Pyramid,” which is now being televised in six U.S. states surrounding Lidl locations. This is the first release of a series of television ads, according to the source.

The release of this campaign comes after the chain announced intentions to step into 100 East Coast locations, following the opening of its first 20 stores in Virginia and the Carolinas last summer.

The goal of the campaign is to plant the slogan “rethink grocery” into the minds of consumers, persuading them that they are not getting the bang for their buck at most other grocers, AdWeek reports. To do this, Lidl employs the caricature Vanhills, an example of supermarkets that exploit their established name at the cost of the consumer.

The power in the commercial is the agency the advertisement gives consumers, responding to its own claim of “They’re wasting your money,” with the enticing and excitingly powerful note, “Don’t let them waste your money.” This puts the power in the consumers’ hands, as Lidl trusts them to make the right choice, according to its own inclination.

“Rethink grocery” stamps the end of the commercial, leaving consumers feeling powerful and inquisitive about the groceries they buy and from whom they buy them.

This, The Martin Agency explained in a statement, explores chains that use “tricks to con consumers into paying more for inferior and inefficient products.”

David Muhlenfeld, Vice President and Creative Director, The Martin Agency “When you get a chance to work with a brand as fearless and competitive as Lidl, you have to deliver work the category won’t see coming,” said Vice President and Creative Director of The Martin Agency David Muhlenfeld. “So, we went semi-ballistic and took a cheerful hammer to fruit pyramids and all of the other tricks traditional groceries use to make you pay more than you should.”

Will these advertisements be industry-disrupting on a larger scale? And will we see other retail chains take a page out of this book with more pointed advertisements of their own? Deli Market News will continue to report.


Il Villaggio - Fresh Mozzarella - Made to order everydayunearthed - Olives with Chili - Great Balls of Fire - If you love chili, you'll love these olivesEiffel Tower - A creamy cow’s milk delight, featuring a chalky white rind and a cream-colored, buttery, soft interior that oozes when at the peak of ripeness and temperature

Have a new product, press release or story idea?

Let us know

In This Story

For over 40 years, Lidl has been a growing presence in the European grocery marketplace. Through 10,000 stores in 26 countries, we’ve precisely designed every part of our process to deliver the...

Cheese Industry Conference 2019 Seminars Focus on Export Trends, Market Strategies

Grow your business in markets abroad with the help of expert insights on trends and winning sales strategies from 2019 Cheese Industry Conference (CIC) presenters.
View Press Release

WCMA Supports Dairy Industry’s Future Leaders with Scholarships Worth $15,000

Each year, the association shows its support for the dairy industry’s next generation of leaders by announcing the names of this year's recipients.
View Press Release

Eggland’s Best and Life Time Challenge Families to “Plus It Up”

Eggland’s Best (EB), the #1 branded egg in the U.S., is teaming up with the Life Time 60daySM program to encourage families to “plus it up” when it comes to their overall nutrition and wellness.
View Press Release

WCMA Recognizes Contest Leaders with Awards

On Wednesday, March 6, the Wisconsin Cheese Makers Association, host of the 2019 U.S. Championship Cheese Contest, honored Steve Krause, John Jaeggi, and John Umhoefer for their work to support and grow the contest.
View Press Release

WCMA Announces Ideas Showcase Line-Up at 2019 Cheese Industry Conference

Register online at through April 8!
View Press Release