We’ve stopped what we are doing and creating your personalized BrandZ™ report, which will appear in your inbox soon.

Redefining value

Redefining value

Thomas Deneke
Director Business Development
Kantar
Thomas.Deneke@kantarmillwardbrown.com

In Germany, motherland of hard discounting, consumers are seeing more and more campaigns that are promoting something other than just the lowest price. Lidl advertises Bioland products – an organic label which goes above the standards required for the EU organic label. Kaufland sells Demeter products, which meet an even higher standard in terms of production methods. Aldi doesn’t sell plastic bags anymore, and REWE has long promoted regionally grown produce. It’s great for the environment and also a step towards educating consumers, that there is more to smart shopping than just price.