Page 37 - TAM Review 2019
P. 37
Since the adoption of this strategy in 2014, Lidl’s market
share has steadily increased. In a highly competitive
category, where customer loyalty is low and without
any changes to their business model, this has been an
incredible result for Lidl. With TV as the lead medium
across a campaign, there was an average 7% uplift after
a campaign started.
How Lidl’s relationship with TV has evolved over time led
to this submission being highly praised by our Judges.
The role that TV has played in the brands’ evolution in
Ireland from function to emotional brand building was
clearly demonstrated by Mediaworks
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