New Lidl Tagline Hammers Home Emphasis On Quality And Price

German discount grocer Lidl is launching a new strapline to further emphasize its focus on lower prices but not at the expense of quality. The strapline – an easily remembered subheading or phrase – is “Big on Quality, Lidl on Price.” It is not clear whether the new strapline represents a broader brand repositioning, or will replace the old #LidlSurprises tagline, or run alongside it. The idea of the new strapline is to emphasize to skeptical consumers that Lidl’s product lines do indeed have a quality provenance. The company’s sales rose 5.7 percent in the 16 weeks ending December 4, representing a growth rate that is slowing somewhat, but still far outpacing the grocery market’s 0.7 percent. [ Image credit: ©  Wikimedia Commons.]