Lidl encroaching on Big Four grocers with Deluxe TV ad

30th Oct 2013 14:39

Discount supermarket operator Lidl is to up the pressure on the Big Four Supermarkets with a first UK-wide television advertising campaign to promote its more upmarket goods. The German-owned supermarket chain, which earlier this year set out plans to open between 35 to 50 new stores in the UK in 2013, will advertise across TV channels to promote its 'Deluxe' Christmas offer. Lidl said its Deluxe brand products have proven to be its best selling, with sales in 2012 doubling year-on-year, and that it expected sales of its Deluxe range to increase by a further 50% this year to £63.8m.After informing that the advert is to be backed by a cover of a One Direction song 'All these little things', UK Managing Director Ronny Gottschlich said: "We've had a huge increase in the number of customers coming through our doors because people are realising that they don't need to shop anywhere else for Christmas."Recent UK supermarket market share data showed Lidl and fellow discounter Aldi increased market share in recent months, with three of the Big Four in Tesco, Asda and Morrisons losing share. At the end of September Lidl's share is 3% and Aldi's 3.7%.OH