Brand Tone

Friendly, value-driven, slightly humorous, and engaging

Brand Values

• •Value for Money/Best Price
• •Quality
• •Efficiency/Simplicity
• •Sustainability & Responsibility
• •Customer Centricity
• •Fun/Humor
• •Community/Relatability
• •Trendiness

Best Practices

• •Embrace "Value with Quality": Always highlight the combination of affordable prices and good quality. Avoid sounding "cheap"; instead, focus on being "smart" and "value-driven."
• •Inject Personality: Use a friendly, approachable, and occasionally witty or playful tone. Relatability resonates well with the Lidl audience.
• •Be Clear and Direct: Lidl's model is about efficiency and simplicity; the copy should reflect this by being easy to understand and straightforward.
• •Showcase Variety & Surprise: Highlight not just the everyday essentials but also the exciting "middle aisle" finds and seasonal specials that offer a sense of discovery.
• •Encourage Engagement: Use questions, calls to action (even informal ones like "What's your favorite Lidl find?"), and relevant hashtags to build community and encourage user-generated content, similar to successful campaigns like #LidlSurprises.

Social Perception

A provider of good quality products at affordable prices, savvy and modern, and a strong competitor to mainstream supermarkets. Customers generally appreciate the value they get.

Copy Examples

• •Headline: Your wallet called. It said, "Thank you, Lidl!" Body: Get ready for amazing quality without the shocking bill. Smart shopping just got a whole lot more delicious. #LidlDeals #QualityForLess
• •Headline: That "Oops, I bought more than I planned" feeling, but make it guilt-free. Body: From fresh bakes to fantastic finds in the middle aisle, your happy place is at Lidl. What amazing deal will you discover today? #LidlFinds #TreatYourself
• •Headline: Dinner dilemmas? Solved. Budget blown? Never. Body: Whip up something wonderful with our fresh ingredients and even fresher prices. Quality meals start at Lidl. #LidlFresh #SmartCooking
• •Headline: Warning: May cause extreme happiness and a fuller fridge. Body: Dive into savings and discover products you'll love, at prices you'll love even more. That's the Lidl promise! #LidlLove #BigOnQualityLidlOnPrice
• •Headline: Join the Lidl fan club – we’ve got awesome deals and fresh baked goods! Body: Why pay more? Get everything you need, from everyday essentials to surprising treats, all while keeping your budget happy. #LidlBest #ValuePacked