Lidl GB has unveiled a new 360 campaign celebrating the breadth of its range, as it looks to cement its position as a destination for the full weekly shop.

The campaign, which launches on 28 May and will run for four weeks, comes as Lidl enters its 35th consecutive month as the UK’s fastest-growing supermarket.

Sitting under the discounter’s global More to Value platform, the new campaign is built around a familiar post-supermarket moment, when shoppers return home and face the inevitable family interrogation of “did you get the…?”

Lidl said the work was rooted in British shopper insight and designed to show how the retailer now delivers a complete shop across everyday staples, fresh produce, household essentials, premium lines and big brands.

The campaign dramatises the unpacking of the weekly shop, with each question becoming a way to spotlight Lidl’s range, from British meat and dairy to household cleaning products, family favourites and its premium offering.

Outdoor, print and digital executions will showcase Lidl’s product range across key categories and shopping occasions, reinforcing the retailer’s claim that two thirds of British households now shop with the grocer.

The campaign was informed by qualitative shopper research exploring what makes a supermarket shop feel complete, drawing on real customer conversations and the products shoppers recommend, return for and rave about.

Creative and strategy were developed by Droga5 London, part of Accenture Song, while OMD UK led the media strategy across AV, audio partnerships, out-of-home, social and print, including disruptive outdoor special builds.

Coolr led the cross-platform social activation across paid, organic and influencer communications.

Lidl GB marketing director Jo Gomer said: “Over the years, more and more customers have discovered they can get everything they need from us, from household staples and fresh ingredients, to big brands and all their family favourites.

“We still have our Middle of Lidl magic, and products to surprise and delight, but we also have the everyday essentials that fill cupboards and fridges week in week out.

“This campaign highlights the strength and breadth of our range, reinforcing Lidl as a destination for the big weekly shop, all at the Lidl prices you’d expect.”

Droga5 London creative directors Luke Ramm and Joe Holt added: “The big shop can be a minefield. ‘Did you get the right bits? Are we a three-ply or a four-ply household, now?’

“Returning fully laden can feel like a cross examination. A simple interaction that becomes an audit of whether the weekly shop is truly complete.

“Everyone knows that moment of unpacking the bags and mentally running through whether you remembered everything. The campaign takes a relatable piece of everyday life and uses it to demonstrate the breadth of Lidl’s range in a way that feels human, recognisable and true to how people really shop.”

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