Lidl won its legal battle against rival Tesco on the 19th April, with the High Court ruling the supermarket giant copied the discounter’s logo to “deceive” customers. Tesco has now been ordered to change how it markets its Clubcard Prices loyalty proposition.

The dispute began back in 2020, when Lidl sued Tesco for adopting yellow circle symbols to promote its Clubcard Prices discount scheme that offers lower prices to loyalty members. Lidl claimed the move was an attempt to make shoppers think Tesco was matching the discounter’s prices.

Judge Joanna Smith ruled Tesco had “taken unfair advantage of the distinctive reputation” Lidl had for its lower prices, in a “passing off” offence.

Geoff Steward is quoted in an article by Marketing Week which analyses the significance of this landmark judgment. You can read the full article here.