Lidl beats Waitrose to be named Good Housekeeping Supermarket of the Year 2016
Lidl has triumphed at this year’s Good Houskeeping Food Awards, walking away with the coveted title of ‘Supermarket of the Year’ at the ceremony last night.
The award, voted for by readers of the magazine, has been running for over a decade, with Waitrose consistently walking away with the title for a number of years.
The win comes as the supermarket goes from strength to strength, continuing to reign as the UK’s fastest growing supermarket, with growth of 16.7% in the period 52 weeks to 19th June 2016 (according to Kantar Worldpanel, Till Roll).
This week also marks the launch of the next chapter of Lidl’s marketing campaign #LidlSurprises. With a history of tactical price led advertising, the first Lidl Surprises campaign marked a major step change for the retailer, putting real customers at the heart of its marketing campaigns. For its latest activity, the supermarket bravely approached real-life sceptics – discovered via social media and independent market research – offering them the opportunity to see for themselves how Lidl’s products are produced, while their genuine experiences could be filmed for the advert.
Commenting on the award, Lidl UK Commercial Director Ryan McDonnell said: “This is an incredible achievement and a great reward for all of the hard work put in by Lidl UK employees across the business over the past year.
More and more people are coming to Lidl for their main shop. This award helps to reinforce the growing trust and loyalty that customers in the UK have in us, particulary as this award was voted for by readers of Good Housekeeping.”
The win followed Lidl being crowned ‘Own Brand Spirits Retailer of the Year’ at the International Spirits Challenge just hours earlier for the second year running.
Lidl UK Spirits Buyer Hannah Cvetkovic said: “It’s fantastic to be recognised as Spirits Retailer of the Year for the second year in a row. We launched a premium spirits range last Christmas which included a single malt Islay whisky and an artisan gin at unbelievably low prices, which was received incredibly well by our customers. This award confirms that Lidl has sealed its place as a bona fide drinks retailer, showing that old preconceptions held by consumers in the UK have changed.”
The awards are Lidl’s third ‘retailer of the year’ accolade in only a month having been awarded ‘Mid-Size Store of the Year’ at the MSC Awards earlier in June.