The voice that stands out from the retail crowd
In a retail market split between traditional chains and hard discounts, Lidl faces a crucial challenge: shaking off the “pure discount” label to reveal its uniqueness. Known by 99% of Italians but truly loved by only a few, the brand taps into a growing need: rewriting shopping habits in a context shaped by inflation, sacrifices, and the desire for accessible quality.
2025
Challenge
Becoming the “third way” for Italian shopping.
In a polarized retail market, Lidl can embody a new alternative in the grocery landscape and position itself as a distinctive choice for Italian shoppers. Simplicity, curiosity, and quality at the right price become the brand’s promise. The goal: to build store loyalty and win people’s hearts.
Solution
Turning grocery shopping into a daily ritual.
To move beyond the “pure discount” perception, Lidl breaks away from the usual retail storytelling. The “Lidl Rituals” are born: an authentic narrative that shows how Lidl products become part of people’s everyday good habits, making shopping simple, high-quality, and accessible.
Execution
A story that goes beyond the store.
“Even today, a good habit” takes the brand beyond the supermarket and into people’s daily lives. From TV to social, radio to stores, the protagonists are accompanied by Lidl products and the iconic bag—symbols of shopping that builds experiences, loyalty, and a deeper bond with the brand.
