“If you know, you know": Lidl Cyprus' new 360° campaign highlights non-negotiable quality through its consumers’ eyes

What does real food quality mean today? For Lidl Cyprus, the answer lies in the knowledge, trust and confidence that consumers feel every time they choose products for their dinner table. With the new campaign slogan “If you know, you know”, the company  recently launched a comprehensive campaign that confirms the top quality-price ratio that forms the basis of its strategy.

Knowledge as a foundation of trust

The campaign’s message is not a simple slogan, but a shift in the daily experience of Lidl’s loyal consumers. The campaign is inspired by its consumers’ large and authentic community, who, through Social Media, confidently defend their choices against any doubts, based on the knowledge that they have attained through experience.

Quality proven in practice

Lidl consumers' "know" equals to certainty about:

• Freshness: Fruits and vegetables that arrive fresh every day from local producers and suppliers.
• Safety: Fresh meat that’s controlled with high standards of hygiene and food safety, with a 100% guarantee.
• Locality: Dairy products from local producers and fresh fish from selected fish farms that maintain their nutritional value.

A "double" knowledge

The campaign highlights knowledge as a two-way value. On the one hand is the consumer who recognises what is truly worthy. On the other hand is Lidl that knows how to guarantee quality through strict specifications and stable partnerships, covering daily needs at the best price.

 The Identity of the Campaign

The new 360° campaign was created in collaboration with Frank & Fame. The production of the television spots was undertaken by TopCut Modiano under the direction of the Keϊto duo (Manolis Mavris and Violeta Tseli), while the soundtrack was created by Rabbeats music.