Discounter Lidl heralded a new era in the battle between retail brands and private label in Germany earlier this month with the launch of a new promotional campaign.
The 'Du hast die Wahl' ('It's your choice') campaign is banking on consumers to be lured by the discounter's competitive prices, which it insinuates comes without a difference in quality.
German shoppers now regularly see stronger, more expensive brands compete against stronger but cheaper private label brands on billboards, TV and radio, as well as in weekly brochures and stores.
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