For six years, Lidl had promoted its full shop advantage but remained
seen as a top-up shop. During a period of soaring inflation and rising
living costs, we recognised that people were compromising on their
weekly big shop. We aimed to challenge the nation to switch to Lidl
for their full shop, enabling them to fill their trollies for less and enjoy a
better quality of life in the process.
seen as a top-up shop. During a period of soaring inflation and rising
living costs, we recognised that people were compromising on their
weekly big shop. We aimed to challenge the nation to switch to Lidl
for their full shop, enabling them to fill their trollies for less and enjoy a
better quality of life in the process.
The rallying cry to ‘Go Full Lidl’ transformed brand perceptions, which
in turn shifted shopper behaviours, delivering Lidl’s highest-ever
market share. Beyond its business success, the campaign became an
enduring idea, embedding itself into popular culture and even inspiring
a copycat campaign from Lidl’s direct competitor, Aldi.
