To communicate the high quality standards of the company’s own brands, the Lidl customer magazine “Gut! Magazin für Qualität” (Good! Magazine for Quality) was developed and published as part of a large-scale advertising campaign in early February 2015. It provides information on the origin and production of the food products sold at the supermarket Lidl. Large-sized and appetising product photos place individual foodstuffs centre stage. In addition, the magazine offers practical ideas and insights, as well as exciting and entertaining facts, recipes and advice with added value.