The cross-platform partnership, the biggest of its type across dmg media's portfolio of brands, showcases the breadth of Lidl's product range to main shoppers and mums while building on its reputation for high quality wines.
Negotiated by Starcom, the activity will feature a combination of high-profile advertising placements, including front page splashes (print and online), as well as branded content features across the Daily Mail, The Mail on Sunday, Metro and MailOnline.
Melanie Scott, chief revenue officer at Mail Brands UK, said: "This is an ambitious and exciting campaign and Mail Brands is in a fantastic position to help Lidl target the audiences it wants to reach. Our cross-platform scale will allow Lidl to take full advantage of the massive power of our brands and alongside Metro we look forward to delivering a compelling, creative programme of activity across print and digital."
Grant Woodthorpe, trading director at Metro added: "This campaign presents a great opportunity for Lidl to engage with our urbanite audience and vice-versa. The commitment to a 12-month partnership means we'll be able to make the most of Metro's innovative approach to ad placement and branded content, helping Lidl to really grab readers' attention and tell their story in new and engaging ways."
Sam Gaunt, head of media at Lidl UK, commented: "This is an excellent partnership for Lidl and we look forward to working with Mail Brands and Metro to build a continuous and engaging dialogue with our audiences."
by Jessie Sampson