Lidl premieres international positioning. The supermarket chain enters a new brand of homogenizing its visual identity and harmonizing its presence in the 31 markets in which it operates. And he does it by raising his speech, which will no longer focus only on the value for money, but also is energized by the incorporation of purpose.
“Lidl is worth it” is the Claim that collects this idea and that articulates the new global communication campaign that the company launches to transfer their new commitment to consumers, to help people live better every day. In this sense, Lidl seeks a greater emotional connection with users, highlighting that the true value of life is to appreciate what really matters to each one.
The spot has been developed by the Creative Agency Serviceplan and by the Bewegtbild producer
The new positioning of the company focuses on accompanying people at all times in their lives, helping them focus on what is really worth it. The idea is illustrated in an announcement that collects different everyday moments, from a breakfast at home to a move, a first date and a family celebration. The piece develops to the rhythm of the song of “We Are Your Friends”, by Justice vs Simian, emphasizing Lidl’s will to be the ally of people in each step.
The spot has been developed by the Creative Agency Serviceplan and by the Bewegtbild producer, and has partially shot in Barcelona.
“The consumer not only seeks quality products at affordable prices, he also looks for marks that reflect their values and beliefs, with which they can connect and feel identified or identified“; Antonio Alarcón, general director of Customer and Marketing of Lidl Spain, has commented in a statement.”With this campaign, we want to convey to our clients our commitment to support them every day and in each phase of their life, to help them live better”
However, the new approach does not focus exclusively on customers, with which Lidl undertakes to offer the best quality at the most affordable price, but has a holistic vision. Thus, he also contemplates employees and an optimal work experience; to the environment and the reduction of the impact on the environment; already partners and partners to develop a sustainable value chain.
Lidl evolves your visual communication
The movement involves the harmonization of Lidl’s global presence. In this sense, the company leaves behind “makes a difference” in Spain, which is the slogan that has accompanied the supermarket in recent years. From now on, “it is worth it” will be the Claim that can be seen in the different communications and contact points.
Homogenization also affects the visual identity of the company. While the logo remains unchanged, an evolution has been promoted in the look & Feel and the graphic system to give the consumer more presence and achieve a more emotional, human and close aesthetic. This work has corresponded to the internal marketing team.
In this sense, visual communication, posters and signage will not focus only on products, but open to real user images. The geometric shapes will also gain presence, especially the rhombus and the circle, inspired by the emblematic Lidl logo.
The campaign will have executions on television, digital media, social networks, point of sale and external advertising. This last medium is that Lidl has used in the teaser phase of the campaign to advance the positioning of the positioning, with the activation of a canvas in the Plaza de Alonso Martínez in the center of Madrid.
That same location will host a special street marketing action, as they anticipate from Lidl Spain. An artistic intervention will be created in real time by the hand of the urban muralist Íñigo Sesma and nine other artists from graffiti study, with which the beauty of everyday moments will be valued.
This initiative is carried out in collaboration with the Altavia Pixel creative agency.
