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Lidl reviews ad business after 5 years with TBWA


By Jennifer Faull, Deputy Editor

August 28, 2018 | 3 min read

Lidl is to review its multi-million pound advertising business, which has been with TBWA since 2013.



The discount chain said it was “looking to explore new creative support” and “other partners” to deliver a “proposition that “continues to set [it] apart”.

The Drum contacted TBWA to ask if it intends to repitch for the business. It declined to comment but said it was "proud of the work we've done for Lidl over the last five years and the role the agency has played in its stellar business performance.”

TBWA’s output for Lidl has included the #LidlSurprises and ‘Big on quality, Lidl on prices’ campaigns, both of which underpinned continued sales growth (£6.05bn in 2017) and seen it regularly named the ‘fastest growing supermarket’ in Kantar rankings.

For the 12 weeks to 17 June it saw 10% sales growth (the only bricks and mortar retailer to experience double digital growth) thanks in part to its sponsorship of England’s World Cup squad, which TBWA brought to life with the ‘Dream Big’ campaign.

“The Lidl brand has been on an epic journey over the last few years, with over 7.8 million shoppers now walking through the doors of our stores each week, discarding previously held misconceptions. Some of our truly defining moments include our #LidlSurprises campaign and, more recently, Big on Quality Lidl on Price. These have both captured the attention of consumers, whilst ensuring that Lidl as a brand has a distinct creative standout, in a very crowded market,” said Claire Farrant, marketing and advertising director.

“We are incredibly grateful to TBWA for the work that they have delivered for us since 2013, and have a huge amount of respect for the extremely talented teams that have worked on our account. After five years, and as our business continues to grow, it is important that we explore other creative partners to deliver a brand proposition that continues to set us apart.”

Lidl said it is the process of appointing an intermediary to manage the review before it will consider agencies.

Recent years have seen some major changes to the long-running relationships between ad agencies and supermarkets.

In 2015, Tesco shifted its creative account from Wieden & Kennedy to BBH London, seeing BBH give up the Waitrose business which now resides with Adam & Eve DDB.

Two years later Wieden & Kennedy won the Sainsbury’s creative business from AMVBBDO in what was a significant blow to the agency. But, a year later AMV won the equally contested Asda creative account from Saatchi & Saatchi, following a surprise review.

Saatchi could then be interested in the Lidl business, as might Leo Burnett which recently stopped working on Co-op’s creative account.

Lidl’s biggest rival Aldi currently works with McCann. The agency has held the account since 2005 and won it in a re-pitch in 2016.


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