Last year TBWA Manchester lost the £50m Co-op account to Leo Burnett and now its big brother in London has gone some way towards replacing the loss by winning German-owned discount supermarket chain Lidl.
Lidl is reported to have been swayed by the success ‘rival’ Aldi has enjoyed with its ‘like brands’ campaign through McCann Manchester (Also and Lidl were once owned by brothers from Germany and don’t compete in the same locations).
Lidl has been spending about £20m mainly on tactical press ads (as grocers do) but may be minded to loosen the purse strings as supermarkets struggle to combat the great British horse meat scare – horse is now turning up in all sorts of lower-priced products, including some at Aldi.
