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Every Lidl helps: Mumsnet signs six figure deal with supermarket dark horse

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Lidl has finalised a six figure deal with Mumsnet, one of the UK’s largest websites for parents, which will support the German discounter across webpages, forums and newsletters over the next year. 

Well known Mumsnet vloggers will also be championing the promotion, with many taking part in a series showing how they have adapted to having to shop at Lidl for a week. 

Arnd Pickhardt, Lidl’s Advertising and Marketing Director, said “We are the supermarket that is on mums’ side, helping them to save huge sums with their weekly shop whilst 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 value retailer claims that the deal is a testament to its growth in popularity amongst Mumsnet users and the typical money conscious middle class shopper. Lidl’s UK Boss Ronny Gottschlich said earlier this year that the recession had helped win over these “Maidstone mums”, who previously would have avoided shopping at Lidl for its social stigma. 

Lidl, as well as competitor Aldi, have enjoyed growing success recently; each has defied the decrease in sales felt by the ‘big four’.  

Formerly shunned for its lower prices, Lidl’s current advertising campaign aims to poke fun at its rivals by highlighting their lack of different in quality to its own brand of products. 

According to figures from Neilsen, in the four weeks ending on August 15th 2015 Lidl backed this campaign with a £3.7m investment on TV and press advertising: a full 261% increase from the same period last year.  

Published on Tuesday 08 September by Philip Gallagher

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