Lidl is launching a new brand campaign - ‘Lidl. More to Value.’ - to customers worldwide.

‘Lidl. More to Value.’ is described as a natural progression from the brand’s current claim (‘More for You’) and will aim to demonstrate to customers that there is more than just value for money when it comes to your choice of supermarket.

Through this campaign and claim, the brand will show that real value isn’t just what you pay, it’s what you get back.

The campaign focuses on Lidl’s entire value offering, which encompasses caring about what customers, colleagues and partners value in life. 

Whether that means creating memorable moments with the family, a delicious new addition to the weekly dinner plan, or a surprise treat when needed most.

The retailer says ‘Lidl. More to Value.’ means:

• Remaining steadfast in our commitment to offer customers affordable quality every day, delivering great choice, trusted products, and a service and shopping experience that puts people first
• Investing in our colleagues’ futures, supporting them to meet their professional goals and grow rewarding careers with us through training, development, and offering opportunities to thrive at every stage
• Building long-term partnerships based on trust and respect, in order to grow together, deliver lasting value, and make a positive impact for our communities and customers
• Working towards a better tomorrow, putting people at the centre of our actions, implementing food waste schemes, plastic reduction and packaging innovation and committing to recognised welfare labels

For the first time, at a Global and local level, Lidl will be truly consistent across markets, not just with its bold blue, yellow and red colours or distinctive design, but also in its claims and tone.

In addition, the new claim enables the brand to continue to embed itself in cultural moments which matter to customers, building an emotional connection with the ultimate aim to turn customers into fans.

This move, the company say, offers greater opportunities to stand out by being bold, modern and confident as a global brand, standing proud to demonstrate all the ways there really is ‘Lidl. More to Value.’ in life.

Ivan Ryan, Chief Customer Officer at Lidl Ireland & Northern Ireland said:“Lidl. More to Value.” stands for what our customers experience at Lidl – best value prices, high quality products plus that emotional added value.

“Nowadays, it’s not just our promise of the best quality at the best price that counts, it’s about realising value is more, and appreciating what is really important.

“That’s why we’re launching our new campaign, globally, to highlight everything Lidl is committed to.”

‘Lidl. More to Value.’ launches as an integrated campaign across all channels, across all Lidl markets, from 21st Septemberto the end of October.

It will roll out across multiple touchpoints, from TV to OLV, press and social, in-store leaflets and signage, Lidl Plus loyalty scheme, and website, marking the start of a consistent claim and tone globally.