Comparative advertising: when a (local) U attacks Lidl…

Incredible image captured by L’ŒIL GRANDE CONSO in a U Express in the center of Rennes: comparative advertising once morest… Lidl. Said like that, indeed, it can be surprising because it is so improbable, because the brand’s promises are so different. And yet if U does it, it is useful to ask the question “why” (because the answers can be interesting). The answers then… First, it is proof that an urban U Express can occasionally match the price compared to a Lidl. First interesting piece of information 😉 Then, it is proof by example that even a local store cannot free itself from a narrative on price (of which comparative advertising is one instrument among others). Because the price (the lowest possible) is binding on everyone. Large or small store, urban or on the outskirts. And that’s what you need to see behind the image…