‘Where quality costs less’ DCM CASE STUDY: LIDL Background •? Lidl wanted to grab the attention of consumers at Christmas with a campaign that reinforced their motto; good quality food for less. •? Lidl needed to find a way to stand out from the crowd. The creative showcased the quality that Lidl offers with a twist that aimed to make consumers feel differently about the brand. •? The campaign continued its #Lidlsurprises strateg

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