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 f