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New Lidl Tagline Hammers Home Emphasis On Quality And Price

January 3, 2017: 12:00 AM EST
German discount grocer Lidl is launching a new strapline to further emphasize its focus on lower prices but not at the expense of quality. The strapline – an easily remembered subheading or phrase – is “Big on Quality, Lidl on Price.” It is not clear whether the new strapline represents a broader brand repositioning, or will replace the old #LidlSurprises tagline, or run alongside it. The idea of the new strapline is to emphasize to skeptical consumers that Lidl’s product lines do indeed have a quality provenance. The company’s sales rose 5.7 percent in the 16 weeks ending December 4, representing a growth rate that is slowing somewhat, but still far outpacing the grocery market’s 0.7 percent. [ Image credit: ©  Wikimedia Commons.]
Sarah Vizard, "Lidl Reveals ‘Big on Quality, Lidl on Price’ Strapline", Marketing Week, January 03, 2017, © Centaur Communications Ltd (a member of the Centaur Media plc group)
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