Lidl is a leading company in the retail business in Europe and in the world, part of the German Schwarz-Gruppe. Lidl entered Bulgaria 10 years ago and quickly established itself as a leading smart discounter. So far, 106 stores have been opened and operate in Bulgaria in 49 cities, supported by 2 logistics bases. The employees of Lidl Bulgaria today exceed 3000 people.

In 2020, Lidl Bulgaria celebrated 10 years since the opening of its first store on the Bulgarian market, as well as the opening of 100th store in Bulgaria. This is a significant moment in the history of the company – not only in economic aspect, but also for the internal audiences, customers, for the sector and for all target groups. Therefore, a communication campaign was implemented at that time, in order to mark the moment and also demonstrate the long-term commitment of the company to be a responsible citizen, taxpayer and investor, who always operates with care and thought for the customers and the society.

The project was split into several stages, each with different communication channels, according to the relevant target group. A combination of diverse communication tools was used – from standard media links, through visual elements, to the benefit of influencers and a social media challenge for the users. The results are more than indicative: reaching over 400,000 citizens, thousands of interactions, over 50 media publications.