Lidl Bulgaria – Grill

Lidl, Europe’s largest retail chain and part of the German Schwarz Group, operates in 31 countries, including Bulgaria, where it has been a trusted presence since 2010. With 136 stores in 58 cities and over 4,000 employees, Lidl has built a reputation as a smart discounter, offering high-quality products at accessible prices.

In celebration of a decade of exceptional grilling experiences, Lidl launched the Lidl Grill 2024 campaign to reinforce its position as the ultimate summer grilling partner. The campaign aimed to create a deeper emotional connection with customers by integrating influencer marketing to reach younger audiences, drive engagement, and showcase Lidl’s diverse summer selection—including grill specialties, craft beers, ice creams, and BBQ accessories.

By collaborating with 11 prominent influencers across various content niches—comedy, family lifestyle, and culinary arts—the campaign brought Lidl’s summer offerings to life through engaging content on Instagram, TikTok, and YouTube. Their combined audience exceeds 1.1 million followers.

A key highlight was the Lidl Mobile Kitchen Tour, where celebrity chefs Dimitar Tonchev and Ivan Manchev presented exclusive grill recipes and cooking techniques, offering hands-on brand experiences to thousands of attendees. By merging digital storytelling with real-life interactions, Lidl Grill 2024 strengthened Lidl’s brand affinity and solidified its reputation as the go-to destination for summer grilling.