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

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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