��������pk10

Lidl has poured £20 million into its first TV brand campaign, a further sign of the rise of budget supermarkets. TBWA\London created the campaign, which is called "Lidl surprises". It’s a fitting title, given there is little surprise in the ad’s often-used premise. Shoppers at an East London market sample produce at an unnamed stall, are pleasantly surprised by both the quality and price of the goods and then exasperated when they find out it’s Lidl. It may not be novel, but the spot is nicely done and it feels like a solid strategy. The work was written by Tom Gong, art directed by Dan Kenny and directed by Finn McGough through Rogue Films.