A Lidl advertising with a big impact

31.01.2010 - Thousands of giant posters sprang up on bill­boards earlier in January informing the public that the days of the Canaries being the most expensive region for the average shopping bas­ket were over. The ads, which centred on the de­letion of the word ‘have’ (most expensive basket) for ‘had’, were repeated time and time again on TV and radio but with no indication of the ad­vertiser.

However, the colours (bright yellow back­ground with blue and red lettering) match those of supermarket giant LIDL, which an­nounced, as reported elsewhere on this page,  at a press conference that it would be open­ing several stores in the Islands (Gran Canaria, Tenerife, Lanzarote and Fuerteventura) as of February, after almost seven years of red-tape problems with the re­gional authorities.

LIDL says shoppers will save up to €2,500 a year if they buy their food and other items in the firm’s stores.  



This article appears in the print edition 609 of Island Connections

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