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Lidl UK features real-life mums in latest ad campaign unveiling brand new baby range


London, 1st June 2017: Lidl UK will tonight premier its latest advert created by TBWA\London at during the ad breaks of ITV’s Britain’s Got Talent: Results, reaching an estimated 1.8 million viewers across the UK.


The creative, which features real-life mums and babies cast from the Mumsnet community, highlights Lidl’s Baby Essential products, focusing specifically on the high quality nappies from the supermarket’s Toujours range, which have won a number of awards with Mumsnet, Mother & Baby and Good Housekeeping Insitutute.

The ad tells the real story behind a group of mums advocating Lidl’s Toujours range, and opens up with one mother bouncing her baby on her lap, referring to the low cost of Lidl’s nappy range, priced from just £1.15 for a pack of 24. Viewers then watch two other mums claiming that they also use Lidl’s nappy range because they do the job well and are cost effective.

Coming to a close, the ad further showcases the quality and value Lidl offers families within its baby range, as the nappies come highly recommended by mums, for mums.

The ad builds on Lidl’s previous ‘Big On Quality, Lidl On Price’ campaign, which directly compares Lidl’s products with those of its supermarket competitors, highlighting their quality and incredible value. It’s clear that the best advice mums can get when it comes to their babies, is from other mums, reinforcing Lidl’s quality and value credentials through the eyes of real parents in the ad.

Claire Farrant, advertising & marketing director at Lidl UK, said: “At Lidl, we know that it is of the utmost importance to provide our customers with the highest quality products at the best possible value, and that’s absolutely the case when it comes to our baby range. Our latest ad, showing real mothers using and rating Lidl’s baby products, continues to highlight the value of brand advocacy, as well as the on-going support from our loyal customers.”

The ad follows the successful Kantar Worldpanel results, released today, which show Lidl growing at its fastest rate for two years, with sales rising by 18.3% and an overall UK grocery market share of 5%.

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ISN Souissi