SPECIAL REPORT Dollar General features bold endcap displays to communicate loyalty offers from brands at PepsiCo, Coca-Cola and Procter & Gamble. yet accounted for half the advertising spending among the top four grocery retailers, according to Kantar research. Lidl is driving most of that spending, per Kantar, and is estimated to be in the top three spenders in almost every major European market. The U.S. arrival of Lidl is an encour28 y SHOPPER MARKETING OCTOBER 2017 aging sign for marketers and promises to offer value shoppers a more elevated experience. It has also proven itself as a rare retail brand with a distinctive personality. Lidl is known for using social media to communicate directly with customers and inform its promotional strategies in an organic way. In the U.K.