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Lidl Ad Campaign Stresses Product Quality Over Low Prices

August 28, 2015: 12:00 AM EST
German discount grocery chain Lidl continues to spend big on advertising in the face of sagging sales among the U.K.’s biggest supermarkets. Volume of items purchased dropped 0.3 percent. The number of items purchased from the UK’s leading supermarkets fell by 0.3 percent in July over last year. But Lidl has been pouring money into TV and newspaper ads that tout the quality of its in-house brands, not just the generally lower prices. For the four weeks that ended on August 15, the company spent £3.7 million ($5.7 million) on ads, a 261 percent increase over the same period last year. The increased spending returned a 9.5 percent year-on-year increase in shoppers.
Jennifer Faull, "Lidl continues to spend big on advertising as sales volumes fall", The Drum, August 28, 2015, © Carnyx Group Ltd
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