“Lidl. More to Value” — What does this slogan actually mean?

I was intrigued by the new Lidl slogon "More to Value". As a long time Michael Porter fan, I am no stranger to the concept of 'value'. However, aside from Harvard Business School students, I asked myself the question - will the average person on the street understand what Lidl's value proposition is? 

What is the new Lidl slogan trying to convey

Lidl launched the “Lidl. More to Value” replacing the previous “Big on Quality, Lidl on Price” in September 2025.

​On the UK Lidl website, they explicitly say: “Value is so much more than a price tag. Great value gives you more of the things you actually value. … So, we’ll always strive to give you great value.”
​
The transition from a clear price-based claim (“Lidl on Price”) to a more complex value proposition may cause some cognitive dissonance. 

Customers used to hearing “we are cheap” might wonder “ok so what does this new slogon actually mean for me at the checkout?”

Do customers understand the new slogan?

The idea that “value” extends beyond price into areas like sustainability, social responsibility, employee investment, is more abstract.

​Many shoppers may not automatically interpret “More to Value” as a broad purpose statement rather than just “lower price or more quantity”.

According to a case study by BehavioLabs analysing a Lidl TV ad, 69% of viewers connected the message “Get more for the same price” with the ad — placing the message firmly in the domain of price/value. However, in the same study the “highest quality” message only had around 20% recall. So while value/price landed strongly, the broader “value beyond price” aspect was weaker.

Different customer segments may interpret “value” differently

The only way to determine understanding of the new slogan is to measure comprehension explicitly by commissioning post-campaign surveys that ask “What does ‘More to Value’ mean to you?” and test different dimensions (price, quality, sustainability).

For example, track touchpoints to see if customers link the slogan to specific in-store cues (premium own-brand lines, local sourcing, sustainability initiatives) rather than just price offers.

Furthermore it is important to ensure the customer experience aligns to the slogan. If the promise includes “value beyond price”, the everyday shopping experience (product quality, stock availability, service) must support that; otherwise there’s a risk of dissonance.

Tailor the marketing message accordingly. This takes into consideration that different customer segments may interpret “value” differently. 

For budget-conscious shoppers, price is a key driver for shopping at Lidl. 

For higher income or quality-focused shoppers, quality/experience matters more.