Anything goes for major retail brands, especially when it comes to advertising. After the release, on September 23, of a Lidl advertising spot, Michel-Edouard Leclerc, president of the brand of the same name, responded not without humor to his competitor, noted BFM Business.
“Yes Michel-Edouard came to check”
In the advertisement in question, the German brand uses the image of Michel-Edouard Leclerc without ever mentioning him directly or showing his face. Two Lidl employees present then try to find his first name: “Michel-Paul? Edouard-Paul? Jean-Michel-Paul? », they list without success. Then the video ends with a voiceover saying: “No matter who you are, if you’re obsessed with low prices, your shopping is at Lidl. »
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Michel-Edouard Leclerc, stung, was quick to respond. On »
And the voiceover continues: “Yes Michel-Edouard came to check and Lidl is really more expensive. » This video montage quickly spread, particularly on the distributor’s official accounts.
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“A thrifty and inexpensive ad”
Michel-Edouard Leclerc also made fun of this situation and wrote in a comment: “Lidl likes to compare itself to Leclerc so much that they invite me to their ads. » He added: “But my colleagues at the brand, good players on all courts, return the ball with a beautiful backhand! This is what we call economical and inexpensive advertising: thank you Lidl! »
This rivalry between the two brands is not new. Lidl had already attacked Leclerc at the start of the year, accusing him of “comparing the incomparable” by taking the example of a packet of Eco + brand cereals with “49% wheat and 40% cocoa less” than that of the discount king.
