While not quite a guerilla marketing moment, Lidl’s latest advert for its supermarket’s convenience and low prices certainly takes a surprise poke at Morrisons’ new price match scheme.
The crux of the message is, why bother going to Morrisons – a supermarket that also markets itself as a low-price alternative to the big three (Tesco, Sainsbury’s and Asda) – and signing up for their price match scheme, when you could just go to Lidl and save money without jumping through hoops.
Of course, this ad, which appeared in the Saturday edition of The Sun, was a reaction to the announcement that Morrisons will be price matching both Aldi and Lidl – the first UK supermarket to do so.
The ad, which can be seen below, goes through the step-by-step process of how you can save money at Morrisons, before devolving into just how farcical the whole experience is.
This isn’t the first time Lidl has done some very savvy reactionary advertising, only a week or so ago did it capitalise on Sainsbury’s poster blunder, and now it’s image is starting to be aligned with that of the cheeky chappy in the supermarket stakes. It’s almost like the Ryanair of foods – purely in marketing terms that is.
It’s clear that its appointment of new CEO and head of marketing has helped forge its future in the crowded space that is UK supermarkets.