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.
