LIDL private label campaign Poland has never seen before

LIDL z kampanią marek własnych, jakiej nie było dotąd w Polsce

Private label food products portfolio by Lidl retail chain has been actively promoted in television commercials as equally good or even better than famous brands’ products. This is Poland’s first private labels campaign of this type.

The Lidl’s 100 private labels range includes about 1,200 products;  they generate as much as 70 percent of the company’s revenue.  Dorota Wellman  has become the ambassador of television campaign designed to promote private labels.  Mrs Wellman – witty and amusing, encourages clients to reach for proven and highly rated private label products offered by Lidl.

The advertisement was devised as the result of consumer research conducted by GfK Institute on behalf of Lidl. According to the respondents’ answers, as many as 67 percent put value for money product at the top of their priority list. “It is clever and cheap to buy Lidl brands” is the slogan which supports private labels in this campaign. A reference to smart shopping which has gained increasing popularity in Poland perfectly goes in line with the world trends.

Smart of shopping was also discussed at the Future Private Labels – the events held in June in Targi Kielce. Future Private Labels combines the experts-only conference which features keynote speakers from home and abroad with Packaging Workshops  and private label exhibition.