Lidl launches new international campaign with a clear message

Lidl’s new motto is a promise to the millions of customers who trust the company every day. Lidl believes that everyone has the right to access high-quality and sustainable products that they can afford.

However, this principle is not the only one at the heart of the integrated campaign, which runs from September 21 to the end of October 2025. The slogan “It’s really worth it.” is also expressed in many other ways: in the diversity of Lidl’s outstanding private brands, in organic and plant-based products, in fresh goods available every day, and in the safe food supply for families and communities.

More than price: social value

The slogan expresses much more than good value for money. “It’s really worth it.” means recognizing the true value of life and appreciating what is truly important to people: safety, reliability and the realization of their dreams.

Our responsibility and promise for the future

“It’s really worth it.” is a promise…
● towards customers: we work every day for affordable quality, supporting our customers as a responsible and ethical partner in achieving their dreams and thus a better life.
● towards employees: we invest in their professional future and the realization of their goals.
● towards the environment: we protect the environment and reduce our ecological footprint as much as possible.
● for partners: we build long-term, trust-based relationships to develop together and ensure a more sustainable value chain.

Lidl thus creates real value for its customers, employees and business partners, laying the foundation for a strong and future-proof brand.