Once Upon a time…
Lidl was looking for a partner that could be instrumental to shifting consumer perceptions that Lidl is low on quality. It wanted to educate young mums about its range – specifically the depth and breadth of its wine offering, and it needed a vehicle that could encourage trial at scale. With Metro and Mail Advertising reaching 77% of all mums in the UK every month, we had the perfect platforms and insight to convert the cynics.
Here’s what we did…
We created a bespoke regular weekly content series of unprecedented scale to run in Metro, Daily Mail’s Weekend Magazine, the Mail On Sunday’s Event Magazine, as well as on MailOnline.
In total, we produced a whopping 408 individual pieces of branded content running across all channels, that successfully turned ‘non-believers’ into advocates, as we continued to surprise readers about the provenance of Lidl’s produce. We offered premium, mouth-watering cooking methods and recipes from top chefs, and also created a cheeky ‘VinO’clock’ column in Guilty Pleasures that gave readers the lowdown on a good bottle of wine.
Not only did we give readers a totally new perspective on Lidl’s produce, we also published vouchers in Metro and Daily Mail twice each month so readers could go in-store and get a taste of what Lidl’s surprises are really made of.
And they all lived happily ever after…
The results of the campaign were hugely positive and changed perceptions amongst readers.
- +71% increase in readers who agree that ‘you find high quality products in Lidl’
- +69% increase in readers who agree that ‘they are likely to visit a Lidl Supermarket to buy wine’
- A total of 858,752 vouchers from Metro and Daily Mail were redeemed in Lidl stores generating more than £35million in sales
The passion, creativity and authenticity that went into our content partnership truly reflected the Lidl brand. The campaign got readers talking and more importantly, buying.