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Lidl sets M&S and Waitrose in its sights with Christmas campaign

Budget supermarket chains have upped the ante with their Christmas advertising campaigns this year by taking a cheeky swipe at rival supermarkets M&S and Waitrose.

A new promotion from Lidl, consisting of billboard posters situated within 10 meters of the opposition, outline the price difference between some of the year’s festive offerings, such as smoked salmon, mince pies and Christmas puddings.

Lidl are keen to push ‘Big on Quality, Lidl on Price’ positioning, making it clear to consumers how much money they could actually save by shopping with them over their competitors.

“Our Deluxe range offers customers the best value and quality in the market and these ads are all about us getting that message out there,” said Ryan McDonnell, commercial director at Lidl.

“Shopping anywhere else means customers are paying more than they need to for great Christmas products.

“From our 24 month matured Christmas Pudding and our Baklava Mince Pies, to our Deluxe Broadland Free Range Turkey and Gingerbread Gin Liqeur, our premium range means customers can really upgrade their Christmas this year, without a hefty shopping bill,” McDonnell added.

Along with the ‘Upgrade Your Christmas’ campaign, Lidl also posted an advert of a Yamaha YPT-244n as a direct response following the broadcast of the John Lewis advert featuring Elton John with the line ‘It’s a Lidl bit funny.’

Digital Marketing Solutions Summit – Everything you need to know…

The Digital Marketing Solutions Summit will take place on May 14th 2019 in London – it’s a bespoke event for marketing professionals just like you.

The concept is simple: Delegates receive an itinerary of meetings with the solution providers that match their strategic needs for 2019 and beyond.

Simple and effective. And no time wasted.

And it’s free for marketing industry professionals to attend as delegates – simply click here to register your place.

More bespoke than a digital marketing conference and more focused than an expo, the Digital Marketing Solutions Summit is the only event you need to attend nest year.

For more information on registering as a delegate, contact Katie Bullot on 01992 374049 or email

Alternatively, if you’re a digital marketing solutions provider and would like to showcase your products and services at the event, contact Joel Millson on 01992 374070 or email

Do you provide Brand Monitoring services? We want to hear from you!

Each month on Digital Marketing Briefing we’ll be shining the spotlight on different parts of the print and marketing sectors – and in July we’ll be focussing on Brand Monitoring solutions.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Brand Monitoring and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Lisa Carter on

Here are the areas we’ll be covering, month by month:

July – Brand Monitoring

August – Web Analytics

September – Conversion Rate Optimisation

October – Lead Generation & Tracking

November – Brochure Printing

December – Creative & Design

For more information on any of the above topics, contact Lisa Carter on