By Thomas Hobbs

In the new ‘Shop a Lidl Smarter’ ads members of the public take part in blind taste tests comparing Lidl products to branded equivalents. The aim is to encourage consumers to “trust in their tastebuds” and avoid paying over the odds for an “inferior tasting” brand name.

The campaign, created by TBWALondon, forms part of a new £20m marketing push that includes print, digital, cinema, social, outdoor and in store.

It follows a study by Lidl which claimed that 9,000 shoppers thought the discounter’s products tasted as good or better than branded rivals. To tie in with the campaign the discounter has Read full story ›

Source: Marketing Week