An oral custom of Lidl's slogan "Large on High quality, Lidl on Value"
The first UK Lidl store opened in 1994 and 25 years later the chain has more than 800 stores. While people were initially drawn to the random, chaotic energy of the supermarket's famous "aisle", they have stayed for their weekly shop and beyond, making it serious competition for the so-called "Big Four" – Tesco, Sainsbury & # 39; s, Asda and Morrisons.
Part of that growth is due to the various advertising and marketing campaigns they have launched over the years. One of the most successful ideas is "Big on quality, Lidl on price". When Lidl launched this slogan in 2017, it wanted to strengthen its position as a quality supermarket. At that time, Lidl had been running its #LidlSurprises line since 2013. Although the supermarket was successful, it was still working hard to convince customers and potential buyers that the food was not only cheap but also up to standard.
The "Big on Quality" line is still used today and was developed at TBWA London. His success contributed to the fact that the agency received an IPA Effectiveness Gold in 2018 and that Lidl was regularly referred to as “the fastest growing supermarket” in the ranking of the market research company Kantar.
To get a glimpse of how such a line came about, we spoke to Ant Jackson, marketing manager and creative copywriter who wrote the line three years ago when she was part of a junior team working on a series of letters for Lidl . Jackson now works as a senior copywriter at Mirum London. Here she reflects on her creative process, the importance of creating a memorable tagline when the competition is so great and why puns should be embraced and not dropped.