10 years of Lidl Bulgaria
In 2020, Lidl Bulgaria marked 10 years since its arrival on the Bulgarian market. To mark this important anniversary, we have developed a comprehensive and long-term campaign with intense internal and external communication. The main goal was to thank everyone – customers, employees, partners, governmental and non-governmental organizations – for the trust and support over 10 years. That’s why the overall communication campaign went under the title: “10 years responsible in everything we do. Thank you.”
In addition to the key message of gratitude, we used the communication to share the main achievements and contributions of Lidl Bulgaria to the business, economy and society as a whole. To achieve this we presented publicly the first analysis and impact assessment of Lidl, prepared by the Institute for Market Economics – an authoritative independent organization that gave expert weight and credibility to the communication.
A key element in the project was updating the messages in the context of the pandemic which coincided with Lidl’s anniversary. We have developed materials on the theme of business responsibility – a topic that Lidl Bulgaria has raised consistently over the years and therefore naturally and faithfully fit into the anniversary celebration. We achieved intense and visible communication by reaching all target groups. We reminded why Lidl is not just a store, but a favorite chain of favorite products. And as it is done on birthdays – we gave out gifts for everyone.