The new spots, titled 'suspiciously low-priced groceries', are an ode to a new brand with a bold value proposition, humorously acknowledging the natural human tendency to question anything one has not experienced before. The ads are designed to show customers that while Lidl prices are ‘suspiciously low,’ Lidl does not compromise on its high quality standards.
The brand worked with VMLY&R to launch the series with fun characters who don’t shy away from sharing their suspicions about Lidl’s high quality and low prices. All while being debunked by the facts. The spots are filled with honesty, frankness and humour, speaking to the everyday Lidl customers.
“Shoppers have great enthusiasm for Lidl because our approach removes complexity and makes quality more attainable,” said Matthias Kympers, head of marketing at Lidl US. “As we continue to introduce ourselves to new communities in the US, we want to communicate our concept and value proposition in a way that is fun, memorable and relatable to shoppers. We had a lot of fun making these ads, and we hope they achieve that.”
The new ad series launches this week and can be seen in nine East Coast states surrounding current Lidl locations.
“The grocery category in the U.S. is super crowded, and hyper-competitive,” said Noel Cottrell, chief creative officer, VMLY&R. “We wanted to create a standout factor as Lidl continues to introduce its concept to new communities. Their quality is amazing, and their prices are unbeatable. Advertising for grocery stores in the U.S. is traditionally just pack and price, ‘suspiciously low-priced groceries’ is something fun, and a little different for our new brave global client.“
VMLY&R teamed up with Lidl U.S. as creative AOR for the global grocer in November 2020. The agency has Lidl relationships through their global network, including in the U.S., Poland, Portugal, Hungary, Spain, Germany and Romania. The agency partnered with Picrow for production, with the spots directed by Fatel Farm.