Lidl UK is expecting record sales of its Deluxe food range this Christmas as it debuts its first-ever television ad tomorrow.
Set to a soundtrack of One Direction’s hit single ‘All The Little Things’, several adverts, varying from 10-30 seconds in length, will show close-up product shots of Deluxe ranges including whole-cooked lobster, three-fish roast and mulled wine.
“We’ve had a huge increase in customers coming through our doors as people realise they don’t need to shop anywhere else for Christmas,” said Lidl UK MD Ronny Gottschlich.
Gottschlich insisted that customers are looking for quality this winter despite tighter household budgets and predicted that Christmas sales of Lidl’s Deluxe range would increase by 50% to £63.8m.
A Lidl spokeswoman told The Grocer: “We’ve been notoriously private about our plans for the Deluxe range and we feel now is the time to fully showcase the quality of our products.
“While with Deluxe we’re offering luxury products, we’re able to offer them at lower prices than other retailers because of the vast volumes we buy them in.”
The first Deluxe range products entered Lidl stores back in 2008 on a seasonal basis but the premium range now has 30 permanent lines nationwide with products such as a whole Deluxe Serrano ham retailing at £39.99.
The focus on premium has been a prominent theme of the discounters’ Christmas ranges, with Aldi pushing several high-end lines and Iceland moving in a more “romantic” direction with the storyline of its latest ads.
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