Lidl’s most recent campaign took a swipe at FMCG suppliers as it pitted the quality of its own-brand products against branded goods. According to Neilsen, tor the four weeks ending 15 August 2015, Lidl backed the campaign with a £3.7m spend on TV and press advertising, a 261 per cent increase from the same period last year.
The extra investment appears to be paying off, as it noted a 9.5 per cent year-on-year increase in the number of shoppers to over 850,000 extra people.
Tesco meanwhile put £3.5m behind its marketing plans while Aldi spent £3m.
Iceland was recently lauded as Read full story ›
Source: The Drum
Industry News