Discounter Lidl has more than doubled its marketing spend on paid media in the UK since 2013 as its continues in its attempts to veer customers away from the 'big four' supermarkets.
According to campaignlive.co.uk, Lidl's marketing spend has increased from £21 million in 2012-2013 to approximately £50 million in 2014-2015.
Global information company Nielsen reported that the German discounter spent approximately £26 million on TV ads, alongside spending £20 million on press along with over £1 million on outdoor.
On the back of this media activity, Lidl has become Omnicom agency M2M's largest spending client, and international consumer knowledge company Kantar Worldpanel tracks Lidl with 3.9 per cent of the UK market for groceries, making it nearly two-thirds the size of the Co-op.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Ciara Mooney.
