Lidl UK, Britain’s fastest growing supermarket*, premiered its latest Easter ad created by TBWA/London, during the ad break of ITV’s Emmerdale at 19:15 on Wednesday 22nd March, which reaches an estimated 7 million viewers across the UK.
The creative builds on Lidl’s impactful #LidlSurprises activity, also dovetailing with its ‘Big On Quality, Lidl On Price’ (BOQLOP) campaign which launched in January. The latest ad continues to directly address misconceptions about Lidl’s produce by boldly approaching real-life sceptics, giving them the opportunity to see for themselves how its products are sourced.
The ad transports viewers to a daffodil farm, Belmont Nurseries in Norfolk, highlighting once again the true provenance of Lidl’s products, telling the Lidl story of high quality through the lens of the family farm. For the first time, the product featured in the ad is non-food related, showcasing Lidl’s commitment to high quality across its flower and plant range.
It opens with a snapshot message from ‘anti-advocate’ Samantha, claiming “The daffs at Lidl always look as though they wouldn’t even last a couple of days”. Viewers are then transported to Lidl’s daffodil supplier farm in Norfolk, which is a family run business.
The ad shows how the farm, run by Mark Eves, grows its daffodils, highlighting the care taken to nurture each individual flower, to ensure the handpicked stems delivered to Lidl are the highest possible quality, and can last up to ten days.
Claire Farrant, Advertising and Marketing Director at Lidl UK, said: “This year’s Easter advert, which is being aired ahead of Mother’s Day, will highlight our ongoing commitment to being transparent with about where our products come from, how they are produced, and our close relationship with all of our suppliers. It’s of the utmost important to show our customers that all the products at Lidl, not just the meat and veg, are of the highest quality and are available for the best prices – Big on Quality, Lidl on Price.”
Dave Owen, Business Director at TBWA, said: “Following the success of the current Lidl campaign, we are continuing to challenge the anti-advocate, and directly address the misconceptions that Lidl has faced in the past around quality. The latest ad showcasing flowers demonstrates that Lidl’s quality range offering isn’t limited to just food.”
*February 2017 Kantar World panel results
Click these links to see the ads: