Between two people quarrelling, often the third person wins, so they say. And so in the “millionaire advertising war” between the large British retail chains, which has seen a face-off between Sainsbury’s (Great War) and John Lewis (penguin Monty) the most effective, though certainly less spectacular, is precisely that of Lidl which you see here. The reason? According to a survey among consumers conducted by Millward Brown, it is the one which “will more easily push people to buy in that chain”.
The advertising message is in fact very simple and straightforward, but useful to change consumer perceptions about the offer of the (former?) discount store which, as the commercial shows us, also sells lobsters and local products and gadgets for a traditional Christmas.