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It’s tough to sell a paper that bashes your brand

lidl Today’s Aftonbladet had one of those frontpages that PR professionals have nightmares about: “Rotten garbage transported with [supermarket chain] Lidl’s fresh food”. And since I happened to visit my local Lidl store today, for about the third time ever, I had to check if they had the paper on display or if it was sold out (as in “thrown in the dumpster”). But there it was, right next to the check-out, screaming out its unfriendly message. Probably not an ideal situation for the poor cashier, but it earned Lidl a tiny bit of kudos in my eyes.

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