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."