Lidl hopes its new yearly partnership with Mumsnet will help build trust in the brand as it looks to boost its quality credentials and be seen as a destination supermarket, not just a
discounter. The six-figure deal kicks off with a homepage takeover. Lidl branding will also feature across Mumsnet Food’s content pages, forums and newsletters. Arnd
Pickhardt, Lidl UK’s advertising and marketing director, told
Marketing Week that the brand will want to use the partnership to understand what parents expect from Lidl.
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