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Lidl Customers Question Reality in Three New Ads Showcasing ‘Suspiciously Low-Priced Groceries’

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The supermarket chain is accused of smuggling avocados straight from the tropics in the amusing campaign from VMLY&R

Lidl Customers Question Reality in Three New Ads Showcasing ‘Suspiciously Low-Priced Groceries’
Lidl US, recognised recently by the National Retail Federation as the fastest growing retailer in the US, has launched three new advertising spots this week that playfully call attention to the brand’s strikingly affordable prices.

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.

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Client: Lidl

Senior Director | Purchasing: Matthias Kympers, Lidl

Director of Marketing: Stephanie Stanton, Lidl

Senior Marketing Manager: Tracy Scott, Lidl

District Manager: Richard Mcleod, Lidl

Regional Marketing Manager: Arlene Shaffer, Lidl

Marketing Specialist: Yosselyn Martinez, Lidl


Agency: VMLY&R

Global Chief Creative Officer: Debbi Vandeven, VMLY&R

Chief Creative Officer, North America: John Godsey, VMLY&R

Chief Creative Officer: Noel Cottrell, VMLY&R

Group Creative Director: Derek Anderson, VMLY&R

Associate Creative Director: Chad Ford, VMLY&R

Senior Copywriter: Garrett Musar, VMLY&R

Group Director Client Engagement: Justin Shaw, VMLY&R

Supervisor Client Engagement: Matt Ornduff, VMLY&R

Head of Production: Tyler Smith, VMLY&R

Executive Music Producer: Theresa Nortartomaso, VMLY&R

Senior Broadcast Producer: Rob Loud, VMLY&R

Business Affairs Manager: Lindsay Nettles, VMLY&R

Senior Talent Manager: Michelle Sanchez, VMLY&R


Production: Picrow

Director: Fatal Farm

Executive Producers: Dal Wolf and Anthony Ficalora

Producer: Alejandro Aguiar


Editorial: Arcade

Editor: Sean Lagrange

Executive Producer: Crissy DeSimone

Producer: Alexa Atkin

Post, VFX and Finish: 19 Below

Senior Post Producer: Shawn Ketchem

Music and Sound

Music: Massive Music

Senior Creative Director: Elijah B Torn

Managing Partner: Keith Haluska

Head of Production: Molly Young

Categories: Supermarkets, Retail and Restaurants

VMLY&R North America, Thu, 18 Feb 2021 13:00:03 GMT