Lidl strikes 6-figure Mumsnet deal to accelerate plan to woo middle class mums

Lidl has struck a six-figure deal with Mumsnet in a bid to further hone ongoing efforts to woo middle class mums.

Bespoke branding from the supermarket on the parenting network will run alongside product promotions across Mumsnet’s Food content pages, forums and newsletters from today (7 September) over the next year. Videos from Mumsnet’s vloggers will also champion the promotion, which will show how they adapted to having to shop at Lidl for a week.

Of the partnership with Mumsnet , the supermarket’s advertising and marketing director Arnd Pickhardt said: “We are the supermarket that is on mums’ side, helping them to save huge sums with their weekly shop whilst still bringing home quality food for their families. We hope that this new partnership will give even more families the tools they need to become smarter shoppers. We can’t wait to get started.”

The breadth of the tie-up is testament to what Lidl claims is its growing popularity among Mumsnet users. The discounter is on a mission to win over the middle class shoppers, who have typically shunned its lower-priced products and more streamlined shopping experience.

Earlier this year, Lidl’s UK boss Ronny Gottschlich said the recession had helped it win the hearts of a group of price-conscious middle class shoppers it calls the "Maidstone mums", who would have considered shopping in Lidl social suicide during the years of plenty.

It’s a move emblematic of the growing confidence Lidl is starting to emit through its marketing. The business, which along with Aldi continues to defy the sales slowdown its larger rivals currently face, continues to spend big on its cheeky brand of advertising.

The most recent ads from the store have poke fun at FMCG suppliers and rival supermarkets by highlighting their perceived lack of difference in quality to its own-brand products.

According to Neilsen, for the four weeks ending 15 August 2015, Lidl backed the campaign with a £3.7m spend on TV and press advertising, a 261 per cent increase from the same period last year.

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