Lidl Goes 'Big On' Quality with New Ad Campaign

Lidl GB unveiled its new advertising campaign which features a fresh, bold take on the retailer’s well known ‘Big on quality, Lidl on price’ brand promise.

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The new campaign will see the supermarket bring the concept of ‘Big on’ to the forefront, demonstrating that Lidl is ‘Big on’ quality, whilst always Lidl on price.  

With a dynamic and modern look and feel, the new execution puts a strong emphasis on both quality and range across all in-store categories, showing that Lidl is ‘Big on’ all the everyday essentials you need for the main household shop, as well as those top up shops and special treat purchases. 

The campaign shows consumers enjoying a whole host of delicious food 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 cleaning products and flowers to roasts and fresh vegetables.  

Ryan McDonnell, Chief Commercial Director at Lidl UK, explains:“Everyone knows we’re Lidl on price - we’re famous for our amazingly low prices – and customers love us for our Deluxe ranges, British produce and award winning products. Now we want to remind consumers about what we’re ‘Big on’– and that’s quality; quality where it matters most, on the everyday essentials, the things our customers care about.”

“When you’re ‘Big on’something, you’re passionate about it, and that’s exactly how we feel about everything we sell at Lidl, from our Lupilu nappies to our sourdough pizzas.” 

Created by advertising agency Karmarama, the first execution of the new campaign debut on Sunday 2ndJune during the Britain’s Got Talent final on ITV. The TV executions will be supported by an integrated multichannel marketing campaign across various platforms, including in print, radio, digital, cinema and on outdoor spaces over the summer. The campaign will also run on social as well as in-store and on point-of-sale. 

Nik Studzinski, Chief Creative Officer at Karmarama, said of the new campaign “We want to tell Britain what Lidl is ‘Big on…’ Big on quality. Big on range. Big on Britain. Our campaign does just that and it does it with energy and swagger. We couldn’t be more…what’s the phrase…thrilled…pumped…stoked…erm, big on, to be working with them.”


Now part of Accenture Interactive, we have unrivalled access to leading technologies, advanced analytics, global scale as well as extensive experience in complex customer-centric digital transformations. Together, we are able to combine our Karmarama creative flair and strategic innovation with the consulting rigour and technological nous of Accenture Interactive to drive better performance for our clients, with human insight at the heart.