Lidl has unveiled its first Europe-wide branding campaign, rolling out across 31 countries. The discount retailer is seeking to move beyond its low-price positioning with the new claim “Lidl Is Really Worth It,” designed to build an emotional connection with customers while underlining commitments to quality, sustainability, and social responsibility.
The campaign promotes a value proposition that extends beyond affordability. Lidl says the slogan reflects “every aspect” of its offer, from private-label ranges to organic and plant-based product lines, as well as the freshness and safety of its supply chain. The message also targets employees, business partners, and wider society, emphasizing investment in staff development, a reduced ecological footprint, and long-term commercial partnerships.
“Consumers today expect not only high-quality products from brands but also responsible behaviour on social and environmental issues,” said Gianfranco Marc Brunetti, Chief Customer Officer of Lidl Italia. “We aim to create a deeper bond with a broader audience by showing how Lidl delivers what really matters — going beyond value for money.”
The campaign, which will run until the end of October, is backed by an integrated media strategy. Television spots of 60, 30, and 20 seconds will air on major networks, alongside a strong digital push across YouTube, streaming platforms and social media.