Lidl is launching what it is calling its ‘most ambitious marketing campaign ever’, titled ‘#LidlTrolleyCam’. Responding to research the retailer was carrying out, it aims to dispel the perception that you cannot do a full shop at Lidl.
With the help of an award-winning documentary maker, and in a reality TV style, the campaign selected real people doing their full shop in Lidl, and filmed their behaviours for a new TV advertising campaign.
Alongside these glimpses into shopper habits, Lidl also commissioned further research into its customers with iReach, to reveal more about Irish shopper behaviour.
Some of the findings were that the average time spent shopping yearly is 250 hours. Shoppers in the Connaught and Ulster region were the highest at 47% to say that spending over 10 days annually is a waste of time whilst the Rest of Leinster region were the lowest to agree at 26%.
Irish female shoppers have come out as nosier with 64% admitting to snooping in other customers baskets while queueing. 71% say they do so because they are interested in seeing what other people are buying and 30% admit that they are silently judging the contents of their trolley.
46% of respondents like to jot their shopping list on the back of an envelope or letter and most shoppers (7/10) squeeze their loaf of bread for freshness before adding it to their trolley.
29% of customers have met someone they fancied while out shopping but males appear to have more luck with 42% meeting a potential dates, and only 3% of respondents think men do a better job of shopping.
Speaking about the launch of #LidlTrolleyCam, managing director for Lidl J.P. Scally said, “This is our most ambitious approach yet in Lidl. We’ve torn up the advertising rule book and created a campaign to get the nation talking. In preparation for this launch we have invested heavily in range expansion, with over 60 new lines added in the past 6 months, and also the in store experience – all while retaining a really strong value proposition.
“We are thrilled with the diverse mix of shoppers featured in the campaign and look forward to them inspiring more and more people to come and shop in Lidl. With our growth and market share increasing year on year, coupled with our continued investment in our store network, we are confident we will be in a position to offer Irish consumer more range and value than ever before.”
#LidlTrolleyCam can be viewed on www.facebook.com/LidlIreland from Thursday, April 27.
