London marketer hits out at Lidl over bargain aisle campaign

A LONDON marketer has accused discount supermarkets chain Lidl of stealing his idea to promote its much-loved bargain aisle, it emerged today.

John Landon, of marketing services firm Pantechnicon, said he first pitched his concept of “The Middle at Lidl” to a Lidl executive in 2010, and repeatedly followed up.

Landon, whose clients have included Toyota, BMW and Sainsbury’s, was dismayed when Lidl launched its Middle Aisle at Lidl strapline in 2017 and evolved it to Middle of Lidl.

Lidl and fellow German discounter Aldi are famed for the deals aisle in the centre of their stores selling everything from garden furniture to children’s toys.

Landon’s lawyers wrote to Lidl demanding a meeting to discuss a “breach of confidential information”. Lawyers DWF, on behalf of Lidl, argued that Landon’s assertions were “a speculative and unwarranted attempt to claim credit for and, no doubt in due course, financial remuneration for the 2018 campaign”. They claim several agencies had pitched similar ideas.

Landon, who is now retired and not seeking legal action, told the Standard: “I just want an apology. I’m shocked that a company of this size could act in this way.

“I am grievously upset that a great German brand that I had once hoped to add to my roster of multinational clients can demonstrate such shoddy brand values.”

Lidl declined to comment.