Lidl splits with TBWA after five years

Discount supermarket chain Lidl has parted company with its ad agency TBWA\London and called a review of its £70m account.

Lidl's ads introduced 'Big on quality, Lidl on price' last year
Lidl's ads introduced 'Big on quality, Lidl on price' last year

The Omnicom agency is not repitching for the business, which it won in 2013 when Lidl decided to crank up its advertising spend having formerly handled creative in-house.

Over TBWA’s stint Lidl increased its share of supermarket customer spend from 3.1% in 2013 to 5.5% this summer, according to Kantar Worldpanel data. TBWA's launch campaign for Lidl won a Silver IPA Effectiveness Award in 2016 and delivered £2.7bn in incremental sales.

However, Lidl has fallen behind its German discounter rival Aldi, which grew its share over the same period from 3.6% to 7.6%.

The review heralds a second shift in the supermarket advertising landscape this year following Asda’s decision to drop Saatchi & Saatchi after two years and bring in Abbott Mead Vickers BBDO, which had worked for Sainsbury’s for 40 years until 2016.

Lidl’s creative review comes two months after it moved its £70m media planning account to OMD UK from Starcom, which still handles the media buying.

Among the campaigns to have emerged from TBWA are "Dream big with Lidl", which highlighted the brand's sponsorship of the England football team and the FA's Skills programme for 5-11 year-olds. This ran from 2015 up to and including the 2018 World Cup.

The discount supermarket also ran "Every Lidl thing for Christmas", its 2017 seasonal campaign consisting of eight spots; and "Lidl Suprises" in 2014, which showed consumers unwittingly trying the supermarket's food in a farmers' market setting and being surprised by the quality.