Discounter Lidl targets Warburtons in new advert

Warburtons bread has become the latest brand to feature in Lidl’s ‘Shop a Lidl Smarter’ advertising campaign which aims to promote the message that tasty food does not have to be expensive. 

The television commercial, which is currently on air, shows members of the public taking part in a blind taste test where they sample Warburtons bread alongside the discount retailer’s products and rate their findings.

It is the latest in a series of adverts by the German supermarket aimed at encouraging consumers to ‘trust their tastebuds’ rather than be ‘beguiled by the big brands’.

Marketing

The multi-digital marketing activity first began in June with an ad that featured participants sampling Cathedral City Cheddar and followed findings by an independent market researcher, which showed that consumers considered the taste of a number of core Lidl products from extra virgin olive oil to ketchup as being equal to branded alternatives.

“Our latest campaign is all about encouraging shoppers to let their taste buds guide them rather than be distracted by packaging and gimmicks – two things they’re ultimately paying for themselves,” Ronny Gottschlich, chief executive of Lidl UK said.

“Low price doesn’t have to mean low quality…We’re really excited about this latest campaign as it allows the quality of our products to speak for themselves and brings to life our core principles of quality, range, provenance and, of course, value.”

The latest activity builds on the discounter’s successful #LidlSurprises campaign, which launched in September 2014 and puts the views of the discounter’s customers at the centre of its advertising.

Warburtons was unavailable for comment. 

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