Schwarz Group Lidl Poland Launches Dual Marketing Campaign

Sebastian Rennack (Senior Retail Analyst)
27 March 2017

Schwarz Group’s discount banner in Poland, Lidl, introduces a new marketing campaign to reflect changing consumer preferences and move beyond simply talking about price. Long-standing brand ambassador, celebrity chef Karol Okrasa – representing traditional Polish cuisine – is joined by nutrition coach Daria Ładocha. The young mother of two, known for her health-oriented and child-friendly cooking blog, will seek to promote healthy eating to culinary enthusiasts. 

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Sebastian Rennack (Senior Retail Analyst)
Sebastian Rennack (Senior Retail Analyst)

Opinion Lidl Reasserts its Unique Brand Proposition

27 March 2017

With its newly rediscovered modernity, Lidl strives to sway the rather traditionally rooted Polish towards a health-oriented and conscious culinary lifestyle. At first sight this venture seems futile, considering the insignificant market share of organic, free-from and low-fat ranges in Poland. However, we consider this strategy valid given the backdrop of last year’s promotional wars with leading Polish discount chain Biedronka. Due to mutual copycat tactics, the borders between both competitors’ sales concepts have blurred, particularly as the ever-present discounter expands into larger cities – Lidl’s home territories. Lidl must now take the bull by the horns so as not to lose ground.

Playing Biedronka’s Polish-origin card is not an option for the Schwarz Group's discount banner, considering its large selection of imported ranges. These become an edge when considering the well-developed organic and health-food market in Germany. There is also the halo of high-quality standards from the German maker, making it hard for Lidl’s competitors to replicate as a value proposition. This will be particularly attractive to the more adventurous (and affluent) urban Polish population.

Appealing to traditional consumer segments is still a must-do in Poland, with this role taken by Karol Okrasa for the last three campaigns. Meanwhile, new companion Ładocha goes beyond supporting Lidl’s commitment to quality and novelty. In our opinion, her focus on children effectively leverages the buying power of young families; strengthened by recent social reforms. Overall, Lidl is playing its cards well, fortifying its market position while at the same time tapping into new and potentially lucrative consumer segments. Given that advertising spend is more than double that of Biedronka, we are confident, that Lidl will expand its market position, edging closer towards the market leader.

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