9 September 2015 - Janet Bird
Discount supermarket Lidl has announced a new partnership with parenting website Mumsnet.
The six figure deal will see Lidl sponsor the food pages on Mumsnet for a year. In return, Mumsnet will champion Lidl in its newsletter and on forums and webpages.
To mark the launch of the partnership, Mumsnet posted three videos showing its bloggers sharing their Lidl shopping experiences and meal planners for their weekly shops.
Lidl claims the partnership is proof of its growing popularity with money conscious middle class families.