Lidl names W as its UK PR agency

Lidl, Britain’s fastest-growing supermarket*, has appointed W as its UK PR agency ahead of a major expansion programme.

W, which won the account following a competitive pitch coordinated by agency-client intermediary AAR, has been handed a wide-ranging brief, which will encompass consumer, corporate and CSR activity.

The appointment comes as Lidl looks to increase the brand’s engagement with ‘aspirational’ shoppers in the UK.

Working closely with Lidl UK’s in-house team, W will have an additional focus on Scotland, with a dedicated Edinburgh-based team to support Lidl’s growth north of the border.

On consumer comms, W will promote Lidl’s own-label brands, with a particular focus on wine and fashion.

The team aims to underline Lidl’s commitment to offering customers “everything they need” for their main supermarket shop, while offering the lowest possible price.

W will also support a portfolio of Lidl’s existing corporate initiatives, including its position on the Living Wage, its support of the children and young people’s cancer support charity CLIC Sargent, and its new sustainability partnership with Keep Britain Tidy.

Georgina O’Donnell, head of comms and CSR at Lidl, said: “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 is the standout player in a rapidly evolving supermarket space, leading a revolution in the way people shop – and is a hugely significant win for us. We see something of our own spirit reflected in Lidl’s success so far and are 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.”

Sitting across W’s Brand and Corporate divisions, and with additional support from W’s Scotland team, Lidl is W’s third account win so far in 2016, following its appointment by Boat International Media and Trouva earlier this month.

*According to Kantar Worldpanel, February 2016

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