With effect from today, the two brands will together create shareable and static content for the food section of Mumsnet, including videos from Mumsnet vloggers who will be challenged to buy their entire weekly shop from the store. Lidl will share some of the content on its social media channels.
The deal launches with a "homepage takeover" featuring Lidl UK branding across Mumsnet Food's content pages, forums and newsletters, a Mumsnet press release said.
Mumsnet, which claims 70 million page views per month, has previously worked with Aviva, Specsavers, Arla, Mini-Milk, Compare the Market, Fiat and Barclays on similar partnerships, a spokeswoman for the website said.
Mumsnet CEO Justine Roberts said: "Our experience is that deep, long-term and smart brand engagement with our audience can have a really significant effect on attitudes and sentiment. We're looking forward to creating useful, shareable content that will shake up the weekly trolley-dash."
Lidl UK advertising and marketing director Arnd Pickhardt said: "We are the supermarket that is on mums' side, helping them to save huge sums with their weekly shop while still bringing home quality food for their families. We hope that this new partnership will give even more families the tools they need to become smarter shoppers. We can't wait to get started."
The news follows both another major branded content deal by the website Buzzfeed, signed last month, and new guidelines from The Advertising Standards Authority for vloggers who promote products online.
