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.
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"