Lidl UK has agreed a six-figure sponsorship deal with leading parenting website Mumsnet.
As part of the deal, the exact financial details of which have not been disclosed, Lidl will pay for a one-year sponsorship of Mumsnet Food mini site, which begins today.
This includes Lidl branding on the site – which has more than 70 million views per month – as well as adverts for specific products being marketed on Mumsnet Food, its forums and newsletters.
In addition, unique editorial content will be created by both groups alongside bespoke videos from Mumsnet video bloggers (vloggers), who were challenged to buy their entire family food shop for a week from the store.
“It’s been fascinating over the last few years to see how positive Mumsnet users have become about Lidl,” said Mumsnet CEO Justine Roberts.
“Our experience is that deep, long-term and smart brand engagement with our audience can have a really significant effect on attitudes and sentiment. We’re looking forward to creating useful, shareable content that will shake up the weekly trolley-dash.”
Arnd Pickhardt, advertising and marketing director at Lidl UK, added: “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.”
This comes as all the major supermarket chains look to grow their digital footprints. Just last week, Lidl’s rival Aldi launched a new YouTube TV site while Poundland unveiled its first online delivery service.
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