Mail Brands UK and Metro today (21 March) announced a 12-month brand partnership with supermarket chain Lidl, the biggest of its type across dmg media, parent company of Metro and the Daily Mail portfolio.
The partnership will feature a combination of high-profile advertising placements, including front page (print and online) splashes, as well as branded content features across the Daily Mail, The Mail on Sunday, Metro and MailOnline.
The partnership is cross-platform and will showcase Lidl’s product range, with a specific focus on building its reputation for high quality wines.
The activity was negotiated by Starcom.
Grant Woodthorpe, trading director, Metro said: “This campaign presents a great opportunity for Lidl to engage with our urbanite audience and vice-versa. The commitment to a 12-month partnership means we’ll be able to make the most of Metro’s innovative approach to ad placement and branded content, helping Lidl to really grab readers’ attention and tell their story in new and engaging ways.”
Sam Gaunt, head of media, Lidl UK, said: “This is an excellent partnership for Lidl and we look forward to working with Mail Brands and Metro to build a continuous and engaging dialogue with our audiences.”