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Told Ya!, Gen-Z Momvertising Opps: Lidl taps new media AOR amid spike in digital spend (Score 63)

Around six months after first work from its new creative AOR. This shift replaces incumbent US agency partner Starcom.

In February, Lidl's marketing team grew with the hire of marketing and advertising manager Michelle Jerome.

Lidl's recent digital spend amount hasn't been, well, little (Lidl, anyone?). According to Pathmatics, the company has spent roughly $9.9m on this channel YTD, already 24% more than the roughly $8m it spent in all of 2020. Lidl's estimated full-year spend of 2020 ($8m) more than doubled that of $3.6m in 2019. Since the beginning of the year, the company has earned around 1.4b digital impressions via Facebook (84%), Instagram (11%), desktop video (2%), desktop display (2%) and mobile video (1%) ads.

This sharp increase in digital spend, along with Lidl's heavy reliance on Facebook and Instagram advertising, leads me to believe its traditionally mom-oriented target demographic currently consists primarily of Gen-Z. The company also invests in OTT advertising, which makes sense considering this target demographic. Lidl's spend should continue rising as it keeps pursuing nationwide expansion. Kantar data reports the company additionally utilizes OOH, print and radio.

Agency & martech readers - As you can see, Lidl is on an agency review roll; get in touch soon to offer PR services.