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Retail

Lidl Germany Launches New Brand Awareness Campaign

Lidl Germany has announced that it has created a brand awareness campaign, featuring a receipt as a visual focal point.

The new campaign is intended to create a more consistent brand identity, using the visual of a receipt to emphasise the ‘company’s commitment as a discounter’.

The new brand design and commercial campaign will be launched on 23 April, together with a new ‘sound logo’, created for use in TV- and radio spots. The campaign will feature on TV, radio, on social media and in print.

Arnd Pickhardt, marketing director at Lidl Germany, commented, "We want to bring more joy to the lives of our customers by always offering them the best quality at the best prices.”

He added that the company favours real moments in the lives of real customers over using actors and staged scenes, to pitch the joy-bringing price-performance ratio of the Lidl range.

The company has developed its new brand identity in collaboration with the BBDO Group Germany and Proximity Worldwide.

© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Martha Sparrius. Click subscribe to sign up to ESM: The European Supermarket Magazine

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