An initial six-week campaign, created by Steam UK, will have a World Cup theme. Running across print, outdoor, direct mail, digital and in-store, the advertising will carry the strapline 'Legendary quality, legendary prices'.
The activity is intended to highlight the quality of Lidl's products, particularly its extensive own-label offering, as well as dispelling the notion that discount retailers are worth visiting only if consumers are seeking the lowest possible prices.
Simon Wilson, head of advertising at Lidl, said: 'We want to use the World Cup opportunity to get this message across and to encourage new shoppers to try us.'
If the campaign is a success, it is understood that the supermarket chain, which has its headquarters in Germany, will focus its marketing spend on similarly significant occasions.
Lidl has more than 500 stores in the UK; it opened 30 outlets in 2009 alone. However, there are signs that shoppers' use of discount supermarkets has bottomed out as the recession has eased.
Over the Christmas period, Lidl lost market share for the first time since March 2004, according to TNS Worldpanel.
Last summer, the super-market launched a regional TV ad campaign that promoted the 'freshness' of its produce.
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