TBWA scoops £21m Lidl creative account
By Sara Kimberley, campaignlive.co.uk, Thursday, 14 February 2013 08:00AM
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."
This article was first published on campaignlive.co.uk
- On-Air Creative / Creative Executive Discovery Communications Very Competitive with excellent benefits, London (West), London (Greater)
- Commercials Producer/Director Searchlight Recruitment An attractive salary is available to the successful candidate. , London (Central), London (Greater)
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- Sales Manager - Exhibitions - London tfconnect global recruitment £33,000 - £35,000 plus £3,750 car allowance + 25% bonus, London (Greater)
- PR Account Executive/Senior Account Executive Brand Recruitment £19000 - £25000 per annum, Aylesbury
- Five black Pencils awarded at D&AD 2015
- Managing director Paul Hayes to leave News UK after 15 years
- Campaign Viral Chart: True Detective trailer in number one spot
- Pimm's launches weather activated OOH campaign
- Vizeum on alert as 21st Century Fox review includes £150m European media
- Tango returns to advertising after two years with off-brand TV ad