Lidl elevates top UK marketer Arnd Pickhardt to top role in Germany
Lidl has promoted advertising and marketing director for the UK Arnd Pickhardt to oversee the brand in its heartland in Germany.
He will take on the role of marketing and advertising director for Lidl in Germany, an expansion of his previous remit.
The move is emblematic of Pickhardt’s increasing influence on a brand that has become more rounded over the last 18 months, in line with its increasing market share. Indeed, Lidl has taken a fun and lighthearted tone to marketing its quality credentials, while doing much to dispel the perception it had among some shoppers for being a ‘stack 'em high, sell 'em cheap’ retailer.
Pickardt started out in the retailer’s audit and customer services department before being named head of advertising in 2011. In January last year, he was given the reins to the brand in the UK and proceeded to win over more customers by shifting the brand’s messaging from price to quality. The latest manifestation of this activity can be seen in the Christmas campaign “The School of Lidl”.
It’s an ongoing process but is already showing signs of success. Sales at Lidl accelerated to 17.9 per cent in the 12 weeks to October, pushing its market share to a record high of 4.3 per cent, according to Kantar Worldpanel.
Pickardt has been replaced by Claire Farrant, who has held various marketing roles at Tesco, most recently marketing manager for brand and fresh food. She served as an executive consultant for the business between July and August this year.