Marketing director, Lidl UK
Farrant and the Lidl marketing team have opted to steer clear of terms such as 鈥渦nprecedented鈥 and 鈥渘ew normal鈥 as they wade through the unprecedented post-Covid landscape. Farrant describes the pandemic鈥檚 first month as 鈥渁 blur鈥, during which Lidl 鈥 and the nation鈥檚 other supermarkets 鈥 united to discourage stockpiling among its customers and provide essentials to frontline workers along the way. In the midst of a recession, Lidl is eyeing up expansion with ambitions to bring a store to every town and city in the UK.