Lidl UK

Ian Sippitt, Senior Officer (Strategy and Brand Development)
Claire Farrant, Advertising and Marketing Director
Tine Hanson, Consultant-Strategy and Brand Development
Jessica Wilkinson, Senior Consultant-Strategy and Brand Development

TBWA London *Lead Agency

John Lowery, Strategy Partner
Paul Weinberger, Creative Partner
David Owen, Global Senior Account Director
Celia Dehnert, Account Manager
Andrew Chisholm, Managing Partner

Starcom Mediavest Group (SMV)

Anna Peters, Media Planner

In 2013 Lidl was beleaguered by prejudice and overshadowed by its arch-rival. The prejudice was founded upon deep-seated suspicion of its low price offer, magnified by entrenched British attitudes to class. The shadow was cast by Aldi. In 2011 Aldi had begun investing in brand advertising tackling prejudice and setting forth upon a growth curve that left Lidl trailing. Lidl refused to accept this situation and similarly committed to brand advertising. That commitment yielded even greater rewards - Lidl has now eclipsed Aldi and is the fastest growing supermarket in Britain.