Lidl sets UK branding task for Paradigm PR arm

German supermarket chain Lidl has hired Paradigm PR to handle its UK PR as it prepares to ramp up its presence in the UK with a number of new store openings set for the new year.

German supermarket chain Lidl has hired Paradigm PR to handle its

UK PR as it prepares to ramp up its presence in the UK with a number of

new store openings set for the new year.



The consultancy won the work in a combined pitch with its sister agency

Paradigm, which pitched for an advertising brief. Six advertising

agencies took part in the pitch, which called for a PR element.



The PR director for Paradigm, Surriya Falconer, said: ’We will be

running a broad range of activities for Lidl: supporting the existing

stores, launching new stores and running a national consumer press

campaign. We will also deal with any other issues that might come

up.’



Falconer said the main challenge for the agency was to address the

current branding of the chain, which is chiefly concerned with

discounting. The agency will be seeking to connect the brand more

closely with quality.



Paragon PR will report directly to Lidl’s advertising manager, Rob

Graham, and his team.



German-owned Lidl (pronounced ’Lee-dell’) has not used a UK PR agency

before. The company launched in this country in 1994 and now has 215

branches.



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