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Lidl's New Campaign Shows Customers That It's Big on Affordable Quality for All

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Created by Karmarama, the first execution of the new campaign debuts on 17th June

Lidl's New Campaign Shows Customers That It's Big on Affordable Quality for All

Lidl GB today unveiled its new brand campaign which features a fresh, bold take on the retailer’s ‘Big on’ advertising campaign. The launch will see the supermarket bring to life reasons why Lidl shoppers love the retailer, from the ‘so delicious I just can’t wait another moment’ Pastel de Nata from the in-store bakery to the unexpected items you didn’t know you needed, in the middle of Lidl.

With a dynamic and modern look and feel, the new execution puts a strong emphasis on the affordable quality and range across all in-store categories, showing that Lidl is ‘Big on’ the products you need, from everyday essentials to those special treat purchases.

The campaign shows people across Great Britain enjoying a whole host of delicious food and drink, and can’t-live-without products across multiple lifestyle occasions and moments, underpinned with the promise that the retailer is ‘Big on’ quality on everything from bakery products and BBQ to nappies and dog pools!

Claire Farrant, marketing director at Lidl GB, explains: “With this campaign we wanted to prove that Lidl is on your side, that everyone in Britain deserves high quality products at affordable prices! And no matter what you are big on, be it the big shop, the BBQ, the Friday night takeaway or the random but loved item from our middle aisle, we are always committed to this promise Big on quality Lidl on Price.”

Created by advertising agency Karmarama, the first execution of the new campaign debuts on 17th June.

The TV executions will be supported by an integrated multichannel marketing campaign across various platforms, including in print, radio, digital, cinema and in outdoor spaces over the summer. The campaign will also run on social as well as in-store and at point-of-sale.

Nik Studzinski, chief creative officer at Karmarama, said of the new campaign: “Our latest campaign for Lidl reinforces the idea that ‘Big on Quality, Lidl on Price’, isn’t just a promise for the savvy few. It’s a promise for every single person in the UK.”

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Project Name: Big on 2.0

Client Name: Claire Farrant

Client Job title: Marketing Director

Client Campaigns & Media Lead: Joanna Gomer

Client Brand & Strategy Lead: Jess Rayner

Client Creative Lead: Tony Hunt

Client Campaigns Team: Renato Pagni-Correa, Ashley Jamieson, Jess Foley

Creative Agency: Karmarama

Chief Creative Officer: Nik Studzinski

Creative Directors: Luke Ramm & Joe Holt

Creative Team: Matt Butterfield & Ben Mills

Designer: Joel Brunn, Claire Richardson, Emily Forrester

Artworker: Ray Lee

Planners (Creative Agency): Amy Gilmore, Jeppe Fischer-Mogensen

Agency TV Producer: Alessia Small

Production Assistant: Amie Nedwell, Calum Sharp

Agency Creative Producer: Susan Baumerder, Lygia Carvalho

Managing Partner: Zoe Eagle, Dave Owen

Business Lead: Kate Fitzgerald

Senior Account Director: Amanda Taylor

Account Manager: Alice Barnes, Rhian Turner, Henry Ansell

Launch date: 17th June

Production Company: Mindseye

Director: Andrew Gaynord

Producer: Hera King & Debbie Ninnis

Food Stylist: Fergal Connolly

Post Production: Absolute

Producer: Sally Heath

VFX Lead: Ben Robard

Sound: Factory

Engineer: Jon Clarke

Editor: Saam Hodivala at Shift Post


Production Company: Morgan Lockyer

Photographer: Richard Pullar

Production Company Producer: Lucy Arup

Food Stylist: Kelly Bowers

Genres: Comedy

Categories: Supermarkets, Retail and Restaurants

Karmarama, Thu, 17 Jun 2021 15:20:00 GMT