Lidl has won Mid-Sized Store Retailer of the Year Award for the second consecutive year, as well as the inaugural Marketing Campaign of the Year Award, for its recent MSC-accredited mussels TV ad campaign, at the annual MSC (Marine Stewardship Council) UK Awards.
The awards recognise those retailers and suppliers working hardest to sustain the world’s oceans. Lidl is the only brand to win two awards this year and coincides with the supermarket recently publishing its following fish commitments:
- 100% of Lidl’s own brand fresh and frozen wild caught fish will be MSC certified sustainable by 2019
- 100% of Lidl’s own brand fresh and frozen farmed fish will be certified sustainable by 2018*
Lidl UK Responsible Sourcing Manager Amali Bunter commented: “We are thrilled to win both of these awards that are testament to the hard work of employees across the business who source a great range of products that are both great value and high in quality.”
“At Lidl, we’re extremely proud that the fresh wild caught fish in our core range is now fully MSC-certified. This reflects our passion as a business to drive change in the water and ensure seafood supplies for future generations as well as reinforcing the trust and loyalty we’ve been building with our customers.”
Toby Middleton, Programme Director – North East Atlantic at MSC, said: “Lidl UK has really shown leadership in its commitment to seafood sustainability this year, deservedly winning not one but two awards. Once again, it wins MSC UK Mid-sized Retailer of the Year and I’m delighted to give the inaugural award for MSC UK Marketing Campaign of the Year to Lidl UK for the MSC mussel campaign. We thought the TV ad was innovative and thought provoking, using clever psychology to engage consumers in an accessible way that certified sustainable seafood and great value groceries can go hand in hand. By choosing MSC labelled Lidl UK seafood, you can make positive change to the oceans and to the future of our seafood.”
Lidl, which was crowned ‘Best Supermarket 2016’ by readers of Good Housekeeping, has experienced continued growth over the years, as consumers flock to the shop to discover products – two thirds of which are British - ranging from quality British fruit and vegetables, to premium wines from its much coveted Wine Cellar collections. Lidl’s success shows no signs of slowing, as the latest Kantar Worldpanel results outline its continued growth of 18.8% and market share high of 5.0%.
* Certified under either Aquaculture Stewardship Council (ASC), BAP or Global G.A.P Aquaculture schemes.