Both retailers are producing creative work that is head and shoulders above anything else in the category. This latest example of a brilliant take-down of Morrisons new loyalty scheme by Lidl being a case in point.
It's so refreshing to see such comparative advertising being done with intelligence and charm. And it ably demonstrates you can do value messaging in a way that isn't cheap and tacky.
If the meteoric rise of Aldi and Lidl continues then Tesco will need to plug more than just a £250m black hole...
Interesting times in the world of retail.
I always thought of good advertising as hitting the competition (or consumer) where it hurts. A bit like Ed McCabe's philosophy. This would be right up his alley.
ReplyDeleteAye, it's a good un. It always restores a (small, temporary) measure of faith in this industry to see a clever, writerly ad struggle into the light of day.
ReplyDeleteOnly one small niggle for me. I do not like to occlude the brand name with plurals or possessives. "Lidl prices" would have been more elegant.
That's ace
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