Home Advertising Boost Mark Ritson on how Lidl used excess share of voice to boost sales and market share

Mark Ritson on how Lidl used excess share of voice to boost sales and market share

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Mark Ritson on how Lidl used excess share of voice to boost sales and market share

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Back in 2013, Lidl had both a brand perception and share of voice issue. To address these, it launched the ‘Lidl Surprises’ campaign, addressing those perceptions while increasing its share of voice from 5% to 19% in 2016 and 2017, leading to £2.7bn in incremental sales

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