LONDON — Lidl GB has appointed The Romans as its retained consumer PR agency, after a competitive pitch process that started in November 2021.

The agency will be responsible for the supermarket chain’s creative brand campaigns, content, news generation and press office across its product portfolio, working alongside Lidl’s other marketing agencies.

The Romans will be taking over from Good Relations, which held the account for five years.

Lidl head of communications and CSR Georgina Hall said: “The process of finding a new agency for our business was really incredible and we were bowled over by all agencies we met. We were looking for a high-energy, creative PR agency able to work in partnership with us to revolutionise our consumer comms as our brand goes through turbo-charged growth. We’ve undoubtedly found that in The Romans. They presented ideas that genuinely excited us, all rooted in a strategic understanding of our unique positioning. We are really looking forward to starting work together.”

The Romans CEO Joe Mackay-Sinclair added: “I’ve wanted to work with Lidl my whole career. Not only is it one of the biggest, bravest, most relevant brands in the UK today, it’s also a band with a huge appetite for creativity. We’re elated at winning what is one of the biggest pitches of the year and excited to work with their team to help unleash the huge potential of the brand and drive its next phase of business growth.”

Lidl starting operating in Britain in 1994 and now has more than 26,000 employees across 900 stores and 13 distribution centres in England, Scotland and Wales.

The supermarket joins Twitter, Ben & Jerry’s, Duolingo, Method, Ecover, WWE and Formula E on The Romans' client roster. Last month, the agency expanded to New York.