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.