For more than twelve years, it has also been said in Switzerland: “Lidl is worth it”. What was initially understood as a price message has long since become a multidimensional brand promise from which customers at the 160 Lidl locations in Switzerland benefit every day, according to a statement from Havas Village Zurich.
A new campaign now shows the various advantages of Lidl Switzerland and how the retailer meets the demands, expectations and needs of existing and potential customers. Because basically it is very simple, according to the announcement: It is typical of Lidl Switzerland that an intelligent range, quality and freshness standards, a focus on Swiss suppliers, fair prices and an uncomplicated shopping experience leave nothing to be desired.
One campaign, two levels
The new campaign, which essentially takes up four elementary focus topics, is designed to be multidimensional so that it can be used via all possible communication channels. The main means of communication are films on the topics of freshness, simple and uncomplicated shopping, Swiss origin and the new regional brand “Typically Switzerland”.
All content is also deepened on a second – factual – level by so-called “Lidl facts”. In six online videos with a documentary character, consumers learn everything they need to know about the suppliers and get interesting insights behind the scenes. All campaign content and further information on the focus topics and the facts on the brand promises are available on the microsite, which works as a campaign hub.
The campaign has been running in all parts of the country since January 16th as TVC, online video, display advertising, at OOH points, on digital screens at the POS and on social media. The campaign was designed for the long term.
Increased campaign impact
A stringent style with a memorable style, which is used in the films and conveys the messages optimally, ensures, according to the company, “maximum campaign efficiency and recognition”. The content of the style is adapted to the relevant theme (freshness, choice, home and simplicity). When it comes to the freshness of the products, the films end with the statement “Those who love freshness love Lidl” or, when it comes to the breadth of the product range, with “Those who love choice love Lidl”.
The basis for the development of this new quality offensive is a comprehensive strategic analysis carried out by the strategy department of Havas Zurich together with Lidl Switzerland. In the further development of the campaign, Lidl Switzerland was also able to benefit from the Havas Village structure, as the Media, Digital, Creation and Strategy departments worked closely together on the conception.
“We have continuously developed in Switzerland over the past twelve years and with this new campaign we would like to present the resulting advantages for customers in a refreshing way,” said Raphael Werner, Head of Marketing at Lidl Switzerland. “It has been learned that Lidl Switzerland offers the best quality at the best price. But we have also constantly expanded our range. We can offer over 300 organic items, more than 80 vegan and vegetarian products, up to 60 bread specialties freshly baked several times a day and over 700 fresh products every day – two thirds of them from Switzerland. In general, we already generate more than 50 percent of our sales with products from Switzerland – and the trend is rising. In addition, our branches are currently being modernized further, giving them a real market character. In order to make shopping even more uncomplicated, we are also offering self-checkouts with the new concept. With these and many other aspects, we can optimally cover the most diverse needs. We have everything it takes and a lot more for a lot less.”
Responsible at Lidl Switzerland: Raphael Werner, Nathalie Forrer, Nicolas Cadonau; Responsible at Havas Village Zurich: Nathalie Diethelm, Patrick Beeli, Olivia Schläpfer, Pascal Herzog, Dominik Brülisauer, Sophie Güntensperger, Nick Sohl, Helen Ingold, Dominik Cattaneo, Claudia Sigg, Rolf Hunziker, Adrian van Velsen, Marcel Benz, Georges Bérard, Oliver Nater, Nicolai Abel, Katharina Frede, Marcela Hänel; Film production Focus topics: Mygosh, directed by Paul Butterworth; Film production facts films: Manifesto, directed by Reto Salimbeni; Photography: Cyril Matter. (pd/cbe)
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