TBWA\London Picks Up Gold at IPA Effectiveness Awards

TBWA\London has been awarded a Gold at the IPA Effectiveness Awards for their work with Lidl.

Over the past few years Lidl took on the seemingly insurmountable challenge of shifting shoppers' perceptions. Shoppers were sceptical about Lidl’s value model, assuming that cheaper meant worse. To address this perception and increase household penetration, Lidl and TBWA\London adopted a more mass reach strategy. Between 2014 and 2017, their campaigns focused on revealing truths about the brand and its products, backed with increased media spend. Following the activity, Lidl’s market share peaked at 5.3%. This case estimates that £2.7bn of direct and long-term sales were generated, with a £398m net profit delivered over four years.

"Winning an IPA Gold is the greatest of honours for any planner and agency," said Anna Vogt, CSO TBWA\London. "To win one for demonstrating consistent strength of effectiveness across a long period of time makes us all the more proud of everyone at TBWA who has done an amazing job on Lidl. Well done pirates!"