Conscious Nutrition

Lidl Bulgaria is a retail leader actively transforming its business model to promote sustainable lifestyles. Launched as an evolution of Lidl’s long-term strategy to reduce salt and sugar, Conscious Nutrition is a consumer-centric campaign that makes healthy living clear, accessible, and achievable in everyday life.

The campaign engaged consumers through an integrated mix of physical and digital touchpoints, building on Lidl’s established policy for conscious nutrition.

-Live Shopping experience (introduced in 2024), a retail-first format featuring influencers and health experts in live store tours. They demonstrated real-time “conscious shopping,” showing how to read labels, select sustainable products, and build balanced, budget-friendly menus.

-Lidl Farm – an experiential educational garden in Ravno Pole that connects families with the journey of food and offers hands-on learning about biodynamic produce as a permanent physical touchpoint.

-Continuing the policy of providing accessible expertise, the “Talk to the Expert” sessions at the Forever Young Festival offered free, one-on-one nutritional consultations. This initiative provided immediate value from top-tier specialists to hundreds of visitors.

Overall, the campaign successfully shifted the conversation from corporate policy to a practical consumer toolkit for healthier and more sustainable everyday choices.