Lidl are one of the UK’s fastest growing supermarkets and are famed for their low prices. Their brand positioning of Big On Quality, Lidl on Price was created to ensure that shoppers knew that they could also be trusted to deliver fantastic quality, something that becomes even more important to shoppers at Christmas time. We were tasked with transforming perceptions of the quality of their wine, an award winning category that has been curated by one of the world’s few Masters of Wine.
Through consumer research, we discovered that shoppers were literally judging wine bottles by their labels by choosing wine based on the store it was bought in or even the design of the label. We knew that if we could remove that prejudice and get shoppers to select wine purely based on taste and quality then they would buy Lidl wines.
Our award-winning Chateaux Noir campaign creatively brought to life the truth in the statement ‘don’t judge a wine by its label’. The unique ‘wine tasting in the dark' experience was built in London, Manchester and Glasgow to give experts, influencers and consumers a first hand opportunity to sample Lidl’s wines with all of their visual prejudices removed. Guests voted for their favourite wines and incredibly voted a £3.99 Pinotage as their favourite wine proving that Lidl really is Big On Quality and Lidl on Price.