TBWA scoops £21m Lidl creative account
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
- Affiliates Executive - No. 1 Agency! GoodEgg Digital Circa £25k + Exceptional Benefits, Central London
- Digital Display Manager - Leading Agency GoodEgg Digital £Neg + Great Benefits, South East England / London (Central), London (Greater)
- Senior Marketing Director - 9-12 month FTC Comedy Central £competitive, Camden, London (Greater)
- Account Director Tomorrow Recruitment £40000 - £60000 per annum, East London
- Senior Creative Purple Consultancy £40000 - £70000 per annum, London
- FT to reveal first design overhaul in seven years
- Philips launches campaign for app-controlled lightbulbs
- 5 key trends from Dmexco 2014
- Sorrell warns of Scotland becoming an 'outlier' and the UK 'diminished' by a Yes vote
- Notonthehighstreet.com launches brand campaign
- Publicis boss Maurice Lévy to step down in 2017 amid board shake-up