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Retail

Supergünstig! Lidl Issues Response To Edeka's 'Supergeil' Campaign

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.

https://www.youtube.com/watch?v=SGaEI4WawnQ

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.

https://www.youtube.com/watch?v=wyGvKX6zzFs

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

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