Lidl has revealed it is consciously aiming to change how it is perceived by the public at large.

According to Georgina O’Donnell, Head of Communications at the firm, Lidl wants to be regarded as a mainstream retail brand – rather than specifically a discount retailer.

Speaking to Marketing Week, she admitted that changing old preconceptions has been one of its “biggest challenges.”

However, she said it has been “proactive in our approach to show British shoppers that they can get everything they need from Lidl for their main weekly shop.”

“Our growth and the partnerships that we form simply mean that more people will become aware of Lidl UK’s unique brand identity,” Ms O’Donnell commented.

Nevertheless, she stressed that Lidl is not abandoning its discount model, despite its efforts to be perceived differently.

“Our business model hasn’t changed since we launched in the UK 21 years ago,” Ms O’Donnell said.

“As our customer base grows, so must we, but our principles of offering a limited range of the highest quality products at the lowest possible prices will not change.”

As part of Lidl’s efforts to refine its public image, it is spending £1.5 billion in the UK alone over the next three years.

This money will go towards upgrading existing stores to make them feel more upmarket, as well as opening 50 new outlets a year.

Lidl has also signed a multi-million pound sponsorship deal with the English football team to become their official supermarket.

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