Since pledging to introduce pay in excess of the National Living Wage, supermarket brands Lidl and Morrisons have both seen a positive boost to brand health, suggesting that other
supermarkets would be wise to follow suit. The move is expected to cost Lidl GBP9m, but has led to a noticeable spike in customer appreciation. According to YouGov brandIndex, its buzz
rating rose from a score of 16 to 29 in a week. It has been a similar story for big four supermarket Morrisons.
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