3rd July 2023: In the 2023 Brand Reaction Index published by RED C, Lidl have secured the top spot as Ireland’s Most Emotionally Connected Retailer and as Ireland’s 3rd Most Emotionally Connected Brand after Cadbury’s and Tayto*. The retailer jumped 7 points to claim the top retailer spot in just 1 year.
In June, RED C completed their third national BRI test in Ireland to identify the country’s Top 100 Emotionally Connected Brands. RED C’s Brand Reaction Index uses facial expressions as short cuts for emotions. A series of faces and random selection of brands are shown. Each time a brand is shown consumers are asked to choose as quickly as possible the emotion that they feel when they see that brand.
Following Lidl, Cadbury’s and Tayto in the top 10 are An Post, Brennan’s, Magnum, Twix, Dunnes Stores, Digestive’s and Homestore & More.
Commenting on the research, Fiona Fagan, Marketing Director at Lidl Ireland & Northern Ireland said: “We’re pleased to see Lidl named as Ireland’s Most Emotionally Connected Retailer which demonstrates how engaged Irish consumers are with us. Lidl has grown exponentially over the past 20 years in Ireland and we’re proud to be a household name. As the market-leading discount retailer, we’re committed to supporting Irish consumers during this challenging time and ensuring that by shopping at Lidl our customers have access to the lowest prices, best quality and superb service every day.”