Lidl Ireland

Fiona Fagan, Marketing Director
Linda Fitzgerald, Head of Marketing Activations
Tom Mughal, Senior Marketing Manager

Folk Wunderman Thompson *Lead Agency

Abi Moran, CEO
Eimear Fitzmaurice, Head of Planning
Karl Waters, Creative Partner
Laura Daley, Managing Director
Tara Finnegan, Strategic Planning Director
Robert Cummins, Copywriter
Conor Thompson, Business Director
Holly Tilson, Senior Account Manager
Neil McShane, Head of Digital
Derwin Myers, Senior Planner
Orla Byrne, Art Director
Rafael Ferla, Head of Art
Laura Halpin, Copywriter
Emily Corcoran, Account Executive

EssenceMediacom Ireland *Lead Agency

Lidl had been promoting its full shop advantage for 6 years but had remained primarily stuck in the top-up zone. But one big idea changed this. The rallying call to GO FULL LIDL changed brand perceptions which in turn changed shopper behaviours (growing penetration and spend) delivered immediate share growth and subsequent highest ever share levels for the brand. But beyond business efficacy, this has become an enduring idea that’s now woven into Lidl’s internal culture and has even worked its way into the vernacular.