{"id":129050,"date":"2025-09-22T09:24:36","date_gmt":"2025-09-22T07:24:36","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=129050"},"modified":"2025-09-22T10:16:30","modified_gmt":"2025-09-22T08:16:30","slug":"lidl-gaat-voor-emotionele-binding-met-nieuwe-merkidentiteit","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/lidl-gaat-voor-emotionele-binding-met-nieuwe-merkidentiteit\/","title":{"rendered":"Lidl gaat voor emotionele verbinding met nieuwe merkidentiteit"},"content":{"rendered":"\n<p><strong>Lidl<\/strong> lanceert over heel Europa een nieuwe merkidentiteit, inclusief nieuwe visuele stijl en slogan. Met \u00e9\u00e9n boodschap, meer bepaald &#8220;dat kan tellen&#8221;, probeert de discounter zich boven de prijzenslag uit te tillen. Al maakt Nederland meteen een uitzondering&#8230;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">&#8220;Meer dan voordelig&#8221;<\/h2>\n\n\n\n<p>&#8220;Dat kan tellen&#8221; of &#8220;Ca vaut le coup&#8221; is de nieuwe slogan van Lidl. De slogan wordt voortaan als houding en verbindend element worden ingezet in alle Europese markten en via alle communicatiekanalen. Daarmee zet de keten een nieuwe stap van pure prijsconcurrentie naar emotionele merkverbinding.<\/p>\n\n\n\n<p>De Belgische folder van deze week beklemtoont bijvoorbeeld dat de keten &#8220;meer wil zijn dan gewoon voordelig&#8221;: &#8220;Daarom combineren we onze lage prijzen met \u00e9chte waarden: zoals versheid, hoge kwaliteit en lokale oorsprong.\u201d Zo benadrukt Lidl dat klanten er kunnen kiezen uit 160 soorten groenten en fruit.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Nederland doet het anders<\/h2>\n\n\n\n<p>Al krijgt elk land wel de ruimte om lokale accenten te leggen in de campagnes. Zo pakt Nederland het meteen anders aan: de nieuwe slogan wordt er \u201cJe verdient \u2019t.\u201d Het is er de eerste keer in 28 jaar dat de discounter van slogan verandert.<\/p>\n\n\n\n<p>\u201cLidl wil inspireren, ondersteunen en er zijn als het er \u00e9cht toe doet\u201d, zegt ook Stephanie Both, chief commercial officer bij Lidl Nederland. \u201cDe nieuwe slogan maakt dat zichtbaar. Lidl biedt niet alleen waar voor je geld, maar is er op alle kleine en grote momenten in je leven.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Franse koers: nadruk op prijs<\/h2>\n\n\n\n<p>In Frankrijk klinkt dezelfde toon, maar met een groter accent op prijs. Volgens John Paul Scally, topman van Lidl Frankrijk, is \u201chet prijsimago het punt dat het <a href=\"https:\/\/www.lsa-conso.fr\/lidl-change-de-signature-publicitaire-pour-imposer-son-image-prix,462288\">meest dringend moet worden aangepakt<\/a>\u201d, bericht LSA. De keten investeerde dit jaar al 150&nbsp;miljoen euro in prijsverlagingen op basisproducten zoals brood, suiker en olijfolie.<\/p>\n\n\n\n<p>De campagne, die loopt sinds dit weekend, verschijnt op televisie, radio, sociale media, buitenreclame en digitale kanalen. De vernieuwde visuele identiteit wordt consistent doorgevoerd in alle 31&nbsp;Europese landen waar de formule actief is.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lidl lanceert over  heel Europa een nieuwe merkidentiteit, inclusief nieuwe visuele stijl en slogan. Met \u00e9\u00e9n boodschap, in verschillende variaties per land, probeert de discounter zich boven de prijzenslag uit te tillen.<\/p>\n","protected":false},"author":5,"featured_media":129055,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[44,43],"company":[204],"topic":[488],"region":[91],"class_list":["post-129050","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-hot","extra-plus","company-lidl","topic-marketing","region-europa"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Lidl gaat voor emotionele verbinding met nieuwe merkidentiteit - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Lidl lanceert over heel Europa een nieuwe merkidentiteit, inclusief nieuwe visuele stijl en slogan. 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