Lidl Blend Test
Campaign details
Brand: LidlAgency: BBDOCountry: Belgium
Background
Lidl is one of the two major hard discounters in Belgium. Main competitor is Aldi. Lidl wants to differentiate from Aldi by reinforcing its quality image, especially for fresh products (Fruits & vegetables), and in the meantime target younger people.
National Context of the Campaign
Lidl (8% value market share) is the third biggest food retailer in Belgium, after Colruyt (20%), Aldi (12,5%), and is followed by Carrefour Market, Delhaize Supermarche, Delhaize AD and Carrefour Hyper.
Together with Aldi, Lidl is categorized under the hard...