DE4CC0DE-5FC3-4494-BCBF-4D50B00366B5

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

By Steve Wynne-Jones
Share this article
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.

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.

ADVERTISEMENT

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

Get the week's top grocery retail news

The most important stories from European grocery retail direct to your inbox every Thursday

Processing your request...

Thanks! please check your email to confirm your subscription.

By signing up you are agreeing to our terms & conditions and privacy policy. You can unsubscribe at any time.