X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

  • Slide 0
  • Slide 1
  • Slide 2
  • Slide 3
  • Slide 4
  • Slide 5
  • Slide 6
  • Slide 7
  • Slide 8
  • Thumb 0
  • Thumb 1
  • Thumb 2
  • Thumb 3
  • Thumb 4
  • Thumb 5
  • Thumb 6
  • Thumb 7
  • Thumb 8

Lidl
How Lidl Grew A Lot

RAN IN: UK

CLIENT
Lidl UK

Ian Sippitt, Senior Consultant

AGENCY
TBWA\London *Lead Agency

Justin Clouder, Planning Partner


Starcom

Rachel Hayes, Business Director


Ebiquity

Stephen Gausden, Senior Effectiveness Consultant


SUMMARY

This is a case study in how brands grow. Sustained investment in broad reach media drives a significant and continued increase in customer penetration, removing perception roadblocks to growth and delivering profitable growth. Penetration drives growth. Advertising drives penetration. Investing in share of voice over and above share of market allows a small challenger to take on established behemoths in a fiercely competitive market. Except that, as a result of the approach described in this paper, Lidl isn't so small anymore.

CASE STUDY

New-pdf-icon

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: PRINT;TV

Audience: Families

Objectives: Market share - increase

Classification: National

Language: English