Lidl: Lettuce

Discount supermarket Lidl grew sales of its fresh fruits and vegetables by championing its lettuce and turning it into a pop-culture icon in Portugal.

Campaign details

Brand: LidlBrand owner: Lidl PortugalAgency: O EscritórioCountry: Portugal

Executive summary

This is a case study about Lidl’s brave lettuce, which led the supermarket’s Produce category to grow at a faster rate than the competition, and twice as much as the other Lidl categories.

It also became a strong driving factor for Lidl’s total sales… and even made the Portuguese people want to become a lettuce from Lidl.

Really. Let us tell you how this happened.

Market background

Consumers’ purchasing habits have changed. Gone are the days of monthly or bi-monthly shopping...

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Insights Team
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