Lidl ditches leaflets for TV

Gone are the days when a retailer's prime advertising work was done by handing out flyers door-to-door.

Europe's biggest discounter, Lidl, is saying goodbye to leaflets. Instead, their time and advertising dollars will be spent on campaigns centred around TV, social media and cinema.

The German discount supermarket will be spending £20m over the next six months on the campaign. The goal: have shoppers spread the word about their love of the retailer using the hashtag #Lidlsurprises.

The ads show unknowing shoppers tasting and buying champagne and steak at an unbranded "farmers market" set up by Lidl. Lidl secretly filmed the shoppers, and the film will be used in cinemas and TV ads.

Some industry experts warn this advertising method might be successful with the younger demographic, but could leave the retailer at risk to losing their older client base.

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