We spoke with Ana Dragutinović Ghumashyan, executive director of the Consumer Directorate and member of the company's Management Board, about what the new campaign represents for consumers in Serbia, how it fits into the company's global vision and what values the brand puts in the foreground. Lidl Serbia. During her ten-year career at Lidl Serbia, Ana progressed and developed in various areas, and today she shares with us her view on the campaign, the balance between work and private life, as well as the challenges that one of the highest positions in the company brings.
photo: snežana krstić...
What does the slogan actually mean? "Lidl. It's worth it. " and how it talks about what really pays off in life, and what it promises to consumers and the community?
"It's worth it." is a short and clear message that best reflects the essence of Lidl and the values that the brand stands for. It stems from the everyday experience of our consumers and from their need for shopping to be more than just savings. Today, people are looking for assurance that they are making a good choice, they want the quality and freshness of products they can trust, as well as the feeling that a simple purchase makes their life easier and better.
At first glance, the new slogan indicates economy, but in its essence it encompasses much more - it represents the identity of Lidl and the promise that we will continue to create additional value in the lives of consumers. It is a value that goes beyond the price itself, because it unites two key principles: a more affordable purchase, and responsibility towards people and the environment. The belief that Lidl helps people achieve their daily, personal and social goals is what is really important to our company and it is something we strive for as a brand.
We at Lidl believe that it pays to live life to the fullest, help others, be persistent, enjoy freshness and quality and cherish small, everyday moments with family and friends. That's exactly why the new slogan "Lidl. It's worth it." represents our promise that we will always offer consumers affordable quality and reliable products, employees opportunities for development and advancement, partners long-term relationships based on trust, and community and environment support through sustainable and responsible projects. In this way, we show that profitability is not measured only by savings, but by the values we create together.
How Lidl sends a value message to its consumers, and how the company further balances brand development with maintaining stability?
The Lidl company, in its first international campaign, which simultaneously launched in more than 30 countries in which it operates, emphasizes additional values that are the core of our business. The main message of our brand conveys the idea that we offer real value to our customers, from everyday quality in the shopping basket to our social responsibility. Slogan "Lidl. It's worth it." it talks about trust, about building long-term relationships, about respecting people, nature and community. I believe that it is a message that is close to consumers, as much as to us as a company, but also to me personally.
In order for the brand to develop, it is extremely important that the company management believes in and lives the values of the brand. In my case, the personal values that I hold are strongly intertwined with the message of the new campaign. When you know that the company you work for supports the same principles that you believe in privately, every working day brings additional motivation and the feeling that you are building something of lasting value.
It is precisely from these values that the way in which Lidl balances development and stability emerges. Safety is always a priority for consumers - they want to be sure that they will get the same quality and everyday favorable prices, which they are already used to from us. At the same time, the modern market requires innovation, new ideas and constant improvement. Our strength lies in relying on a solid foundation and clearly defined principles, while at the same time innovating, enhancing brand identity and launching initiatives that positively impact the lives of consumers, employees and communities.
Lidl also had the best consumer basket in August, according to the market surveillance agency NMS Market research*, which is based on the average consumer basket defined by the Republic Institute of Statistics. What are the key foundations of maintaining competitive prices in today's market conditions and does the slogan hint at changes in this domain as well?
Since its arrival on the Serbian market, Lidl has been building a reputation as a retail chain that offers the best price-quality ratio. We achieve this through an efficient business model, a carefully selected assortment and responsible management of resources, while consistently putting the needs of consumers first. This is exactly our basic business principle year after year. By changing the slogan, our DNA has not changed, that's why we remain committed to making everyday shopping more accessible and affordable. Our long-term goal is to always give consumers the confidence to choose quality at a fair price and to know they can rely on Lidl.
In a time when it is increasingly difficult to balance work and private life, what for you personally has the greatest value and how you manage to maintain a balance between those two spheres?
The balance between work and private life is never easy, but with good organization I believe it is achievable. I value the moments with my family the most - shared meals, walks and small joys like morning coffee and a fresh meal on the table. I try to make a clear distinction between private and business, but also to transfer the values I live in private to my work. In my business, it is important to listen carefully to colleagues and consumers, to be responsible and dedicated, to foster open communication and build relationships based on trust. Only when I make decisions in accordance with the principles I believe in can I feel satisfied and fulfilled - both in a business and private environment.
What are the main directions of further development of Lidl in Serbia and what can consumers expect in the coming years?
Our priority remains the same, which is to always provide consumers with the best price-quality ratio, to improve the entire shopping experience, as well as contact with our consumers. In the years to come, we will continue to expand the network throughout Serbia - we opened the 81st store in Serbia, in Šid, which is also the 47th city in our country that has a Lidl. Also, we will continue to enrich the assortment, as well as develop new initiatives that put sustainability in the foreground. This includes improving the energy efficiency of buildings, innovations in packaging and transport, as well as projects aimed at preserving natural resources. Our strategy relies on the fact that development and progress always go hand in hand with care for the planet and the generations that will shape our world in the future. Consumers can expect Lidl to continue to grow with them, to listen to their needs and to bring solutions year after year that make everyday life simpler, better and more fulfilling.
* Source: NMS Market Research Agency (research results at https://monitorpotrosackakorpa.nms.rs). Analysis of the value of the weekly consumer basket of food and non-alcoholic beverages 8–10 August 2025. The research is based on the average consumer basket defined by the Republic Institute of Statistics and contains a maximum of 73 products. The analysis was carried out in 5 retail chains in 4 cities
