Lidl appoints W to support expansion plans and own-label brands

UK supermarket Lidl has appointed W as its first retained PR agency in the UK, following a five-way pitch.

Lidl appoints W as first retained UK PR agency
Lidl appoints W as first retained UK PR agency

W’s brief covers press office, consumer and corporate comms and CSR.

W won the account after a competitive pitch run by agency-client intermediary AAR, which began in November. Lidl had said it would consider taking on two agencies to fill the brief.

Lidl plans to invest £1.5bn over the next three years on expansion plans, with 280 stores to open in London alone. It also has plans to enter America by 2018.

On consumer comms, W will promote Lidl's own-label products, particularly its wine and fashion brands. W will support Lidl’s existing corporate initiatives including its position on the living wage, its support of the cancer charity CLIC Sargent and a new sustainability partnership with Keep Britain Tidy.

The agency will also focus on Lidl's presence in Scotland, working with an in-house team based in Edinburgh to support the supermarket's growth north of the border.

Georgina O’Donnell, Lidl head of comms and CSR, added: "We feel we have found a meeting of minds with W as an agency that is both bold and considered with a clear vision and passion for Lidl. Their expertise and skills complement the existing talent within our in-house team and will help take our brand to the next level."

Warren Johnson, founder and CEO of W, said Lidl was "the standout player in a rapidly evolving supermarket space, leading a revolution in the way people shop", and that the firm was "very excited to start working together with the talented in-house team to help further grow Lidl's share of voice, amplifying its quality, range, provenance and value for money as well its incredible CSR initiatives."

W said this was the firm's third account win so far in 2016, following appointments by Boat International Media and online retailer Trouva earlier this month.

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