Lidl’s Arnd Pickhardt on what it takes to turn a challenger brand into a contender

When Arnd Pickhardt headed up Lidl’s UK marketing team in 2011, the discount supermarket had a market share of only 2.5%. Fast forward to November 2015 – when Pickhardt left the UK to take control of Lidl’s marketing in Germany – and market share hit a record high of 4.4%.
This transformation and turnaround of perceptions are why Pickhardt was crowned ‘Visionary Marketer of the Year’ at the Marketing Week Awards in May.
It is fair to say Pickhar