Lidl Campaign: Lidl on the go

Lidl is Europe’s largest grocery retail chain, part of the German Schwarz Group, operating in 31 countries. Since entering the Bulgarian market in 2010, Lidl has grown to 136 stores across 58 cities and employs over 4,000 people. Renowned as a smart discounter, Lidl combines high-quality products with affordability, reinforcing its reputation as a trustworthy, innovative, and customer-focused retailer.
The “Lidl on the go” campaign was conceptualized as a transformative event to elevate Lidl’s engagement with its customers. Through a first-of-its-kind mobile kitchen, the campaign brought Lidl’s private-label products to life at festivals and local store events across Bulgaria. Featuring celebrity chefs Ivan Manchev and Dimitar Tonchev, the initiative combined live culinary demonstrations with immersive experiences, including interactive games, product tastings, and exclusive discounts via the Lidl Plus app.

Designed to celebrate Lidl’s role as more than just a retailer, the campaign highlighted Lidl as a community partner. The events drew thousands of visitors to sample products, learn cooking tips, and enjoy family-friendly entertainment, fostering meaningful customer connections. By merging innovation with local outreach, “Lidl on the go” delivered an unforgettable launch experience that strengthened Lidl’s brand position and boosted its market impact.