A representative of Lidl bought in Penny. A campaign was born from the receipt

Recently, our editors reported on the struggle of chains in Poland. Biedronka sent out a mass message to its customers comparing its prices with allegedly expensive competition. It should have been Lidl, which not long before in the form of an advertising message informed about the 3:0 victory over Biedronka. We can now read in every leaflet that Lidl is said to be more advantageous. We noticed a similar struggle in the Czech Republic.

At Lidl branches, we registered a billboard with the inscription that Lidl is grilling prices and has a 4-0 lead over Penny. “For the fourth time, comparison shopping came out supremely cheap in Lidl,” it continues.

We found the details on the Lidl website. On April 10, he made a comparative purchase of thirty-one common products, primarily private brands. There were also traditional ones. None of the products were said to be on sale and no loyalty card was used.

“At the same time, the purpose of the comparison was not to verify the unit price for, for example, one kilogram, but the price on the receipt for the final purchase, as paid by the average customer. Therefore, in order to maintain maximum objectivity, Lidl included in the subject comparison only those products whose weight/size/volume were the same in both stores, and therefore comparable to each other. Lidl acted like a regular consumer and therefore bought the entire package for some products,” Lidl informed. This concerned, for example, a package of water, as well as beer and cola.

Drink and food

The purchase included, for example, Cottage cheese, box of chocolates, English bacon, Cheesecake, Magi, cabbage, Birrel or iced tea.

The purchase was 40.70 crowns cheaper in Lidl. The biggest difference was in drinking, just for a pack of Freeway Cola, six Birels and two packs of iced tea, Lidl “charged” 24.60 crowns. Of course, these were the highest amounts, the items varied in price by several pennies.

The same comparison also took place in March, January and October last year. It is from these purchases that the 4-0 victory results.

Penny is more convenient, the chain claims

“We do not comment on the marketing campaigns of competing chains. This also applies to cases where one of them chooses a small group of products that is convenient for him at a given moment for price or other comparisons,” said Tomáš Kubík, Penny’s press spokesman, for PrahaIN.cz.

He also adds that they regularly monitor the entire market. “And we know that Penny’s offer is the most advantageous in the long term. Our customers appreciate these low prices and they are one of the reasons for the growing interest in shopping at Penny,” concludes Kubík.

But Penny is not the first one Lidl has chosen for its comparison. He had already compared purchases with Albert, where he also stated that it was cheaper.

Some time ago, for a change, the online retailer Rohlík claimed that its prices were more favorable compared to the competition, when he meant Tesco. It responded with the campaign “Let’s not get drunk” with a drawing of pastries. The case ended up in court.