Lidl strengthens ties with its community a little more

With its “Lidlize” campaign, Lidl lets audiences create their own personalized objects in the brand’s colors.
This use of generative AI reflects the brand’s desire to get its passionate consumer base more involved. This participative approach fosters commitment and loyalty among customers, who feel valued and part of the brand universe.

The glow of hard discount

The craze for Lidl merchandise is not a new phenomenon. The brand has long enjoyed a strong emotional attachment from its customers. Indeed, over the past 2 years, we have seen a surge in interest in hard discount brands, which make their image more desirable.

Lidl is becoming the “safe haven” for the French who are losing purchasing power, according to Olivier Dauvers, consumer and retail expert. Lidl is the most recommended brand (50%), ahead of E. Leclerc and Aldi, with 33% respectively (study June 2023 Alix Partners and Potloc).

From private label to love brand

How did Lidl go from being a hard discount brand to a brand of refuge? How did its communications encourage this shift?

Hard discounters have long suffered from French disenchantment with the brand, and from preconceived ideas about product quality. This is what prompted Lidl to rethink its entire communications strategy, with the emphasis on proximity. The desire to “assume” its discounter position, and turn it into a strength, has enabled the French to identify with the brand’s colors and convey their sense of belonging.