Problem:
Lidl has grown its Irish market share at pace, becoming a fierce competitor for their grocery rivals. However, research highlighted they lacked a premium perception and their Deluxe Range lagged competitors offering. A big concern in the run up to Christmas when premium ranges were in demand. However, once customers tried it, they loved it! So, how could we drive trial?
Partnerships selection:
We knew sparking conversation around the range, could drive trial but we needed a vehicle that had significant reach too. Gogglebox Ireland drove massive conversation socially and was watched in large numbers. It would air in the run up to Christmas and Lidl was already the sponsor, but now we focused specifically on showcasing the Deluxe Range, a key chance to embed the Deluxe Range as perfect for Christmas entertaining.
Execution:
High quality sponsorship stings showcased the products, each carefully selected to show the breadth and deliciousness of Lidl’s Deluxe Range. We even infiltrated the content through natural product placement during six different episodes having Lidl’s Deluxe Crisps and treats in the hands of favourite Gogglebox characters.
Evaluation:
1.7m Irish people were introduced to the Deluxe Range via Gogglebox sponsorship, across 500+ stings (40% of the population but 51% of all shoppers). Awareness of Lidl’s sponsorship grew from 16% to 32% among viewers. 70% felt the fit was strong (+17%). Most importantly we saw a big improvement in perceptions of both Lidl’s range (+27%) and the quality of the range (+15%), the key objective overall.
