Anything Edeka can do, Lidl can do better, it seems, with the discounter responding to the revival of Edeka's 'Supergeil' campaign with a witty advert of its own.
Under the slogan 'Supergeil kann jeder! Wir lieben supergünstig!' ('Everyone can be super cool, we love super cheap!'), Lidl has posted a webspot featuring an overweight fitness enthusiast, Tom, hailing the 'cool prices' on offer in the discounter.
The not-too-subtle nod to Edeka's campaign occurs at 0:15, when Tom encounters an individual resembling Friedrich Liechtenstein, who is stocking up on paintbrushes at the discounter – Edeka's recent campaign featured Liechtenstein 'painting' over prices in a Lidl store, in favour of 'supergeil' offers.
Here's Edeka's version, which was released at the start of January.
Lidl's advert was created in cooperation with Hamburg-based Überground.
It's not the first time that Lidl has parodied Edeka's marketing campaigns, with the discounter previously satirising Edeka's Christmas 2017 effort.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine