German discount supermarket chain Lidl has announced that it is to hire Michelin-starred chef Kevin Love for its latest advertising campaign, which will be based in a north London pub.

Head of marketing and advertising for Lidl, Arnd Pickhardt said “This exciting collaboration will go far beyond the usual chef endorsement or product range.

“Chef Love has joined the Lidl family full-time and will devote himself entirely to guiding the brand and customers on a journey of culinary discovery. As the partnership matures, so will Kevin's role at Lidl.

“In addition to helping customers explore the possibilities inside every Lidl shop, he will be a brand champion and passionate advocate for technical simplicity.”

Lidl and Germany’s other import Aldi both have a 10% share of the UK grocer market and both continue to attract new customers.