Case Study: Lidl strengthens fresh brand positioning with Mindspeller

Lidl uses Greenbook to test fresh campaign concepts across 10,000+ stores

The customer Lidl, a major global discount supermarket chain, faced the challenge of rebranding its identity. While strongly associated with being a discounter, Lidl wanted to shift its brand perception to be strongly linked with "fresh" produce. The vendor Greenbook, through its Mindspeller solution, was enlisted to provide decision support for this strategic campaign.

Greenbook's Mindspeller utilized its Association Wheels and Neuro Positioning applications to conduct A/B testing on concept advertisements. This process identified which marketing assets best triggered the intended 'fresh' association on an implicit level. The solution provided crucial decision support and revealed that including too many intended associations in a campaign's storyline can slow the rebranding process. Mindspeller's analysis helped Lidl's marketing team substantiate its recommendations at the management level.

Lidl