TBWA scoops £21m Lidl creative account

Be the first to comment
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."

SUBSCRIBE TO CAMPAIGN

Only £57 for 3 months

Includes every print & iPad edition, plus full access to Campaign online and other Brand Republic sites.

SUBSCRIBE

Campaign Jobs

Thousands of jobs across advertising, creative, marketing and media

Happy 12th birthday, Facebook - what's next for the world's most powerful tween?
Share

1 Happy 12th birthday, Facebook - what's next for the world's most powerful tween?

The social network celebrates its latest birthday this week, and there is no sign that its dominance will dwindle any time soon, writes Daniel Price, head of social operations at Lost Boys.

The year ahead for advertising agencies
Shares
Share

1 The year ahead for advertising agencies

The most successful businesses will be those that remove their self-imposed shackles and aspire to make culture, not just 30-second ads.

Just published