"Lidl set to become a "Super Brand" in UK"
This for the supermarket once voted amongst brands least favoured.
According to research revealed today by YouGov on behalf of the advertising agency Bordello, Lidl was identified as the brand with the most potential for growth by 2,000 consumers, taking a 27 per cent share of the vote.
Scott Wilkinson, Bordello planning partner, feels that Lidl has managed to renounce the poor associations with its name through value product endorsement and social media.
"The positive appetite for Lidl in the current market is not surprising," he said.
"As one of the top 60 UK advertisers in 2011, coupled with a strong commitment to product-led social media campaigns, it seems that shoppers are becoming more comfortable with the idea of a supermarket which sells simply good value produce rather than an ideal or a lifestyle."
In recent times, Lidl has seen its overall grocery market share rise thanks to the 'two-nation' divide as consumers increasingly opt for either discount or upmarket grocers. This latest research reveals a trend for favouring brands that made the customer’s life easier, cheaper and more enjoyable.
Source: www.retailgazette.co.uk
