TBWA London wins £18 million Lidl advertising account

Lidl has appointed TBWA London to handle its £18 million UK advertising account, The Drum has learned.

Lidl, which has previously handled advertising in-house and worked with Belfast and Dublin based AV Browne, began a search in August last year for an agency to create a brand campaign that would help attract shoppers through its doors on a weekly basis.

The decision came following the successful “like brands” TV and print campaign from rival supermarket chain Aldi.

The appointment is expected to be officially confirmed by Lidl tomorrow, February 14. Sources within the industry say that it has already begun working with TBWA London on its brand advertising.

Updated

LIdl has now confirmed the appointment, revealing that the agency will be tasked with its overall strategy and creative execution across brand, in-store, digital and local marketing.

Ronny Gottschlich, managing director of LIDL UK commented: "The appointment of TBWA\London marks an exciting new chapter in our journey. They understand our potential for future growth, where our new customers lie and can deliver the messages that will take us there. We're very much looking forward to working with them"

Stephen Lepitak

Stephen Lepitak is editor of The Drum, with responsibility for overseeing the day-to-day running of the content produced for the various platforms run by the publication. Over the years he has interviewed agency network bosses such as Sir Martin Sorrell, Maurice Lévy and Arthur Sadoun, as well as Cindy Gallop, Kim Kardashian, film directors James Cameron, Spike Jonze, Richard Curtis and Lord David Puttnam. With a keen interest in media and breaking news, Lepitak has been with The Drum since 2005 and is based across its UK, US and Asia operations.

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