TBWA scoops £21m Lidl creative account

Lidl: plots brand campaign
Lidl: plots brand campaign

Lidl has appointed TBWA\London to handle its £21 million UK advertising account, ahead of a brand campaign that it hopes will emulate the success of the rival discount retailer Aldi.

The agency picked up the account after a competitive pitch that began in August last year and was managed by the retailer. Lidl’s creative work was previously handled by its in-house creative team. 

Until now, Lidl has invested the majority of its adspend on tactical print work. The last TV ad was in 2009, which was created by Banana Split and focused on the freshness of the supermarket’s produce.

Lidl is now expected to create a campaign to convert those who use the retailer to "top up" their weekly shop with grocery essentials into regular customers.

The success of Aldi’s "like brands" campaign, by McCann Manchester, is believed to have prompted Lidl’s move to brand advertising.

Ronny Gottschlich, the managing director of Lidl UK, said: "[TBWA\London] understands our growth potential, where new customers lie and can deliver the messages that will take us there."

0
SHARES
Comment

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs
Thousands of jobs across advertising, creative, marketing and media
  • Head of Planning Competitive Salary, negotiable for the right candidate Accord Group Limited, Central London WC1A
  • CRM - Campaign Manager £32,000 - £38,000 PLUS bonus & company benefits Comparethemarket.com, Peterborough, Cambridgeshire
  • Partnerships Manager £30,000 - £55,000 PLUS bonus & company benefits Comparethemarket.com, Peterborough, Cambridgeshire

Just published

Feel you're missing out?

GET THE
BRANDREPUBLIC
BULLETINS
Sign up

The Wall Blog

From our partners