Lidl is set to launch its first national TV ad campaign aimed at converting top-up shoppers into full weekly ones.

The German discounter has looked on as rival Aldi has boosted popularity and sales through its well-received series of ‘Like Brands’ TV ads. Lidl has stuck to its traditional press ads.

But it is currently touting its advertising account, thought to be worth around £18m, to agencies to create a concept to rival Aldi’s successful TV campaign.