How can a food retail chain brand stand out from the ad noise and differentiate itself while communicating price actions?
AGENCY BRIEF:
How can a food retail chain brand stand out from the ad noise and differentiate itself while communicating price actions?
EXECUTION:
Developing a content marketing platform to attract and to get familiarized a wider, 25+ aged female mainshopper target group organically, and to offer brand’s products besides entertaining, authentic and original contents. To support the campaign’s slogan, “So many kitchens, so many habits” concept Zsófi Mautner and masterchef Tamás Széll, two influencers who are well-known by the target group were involved by Lidl . The weekly updated content that we write for lidlkonyha.hu website is built around the four pillars of the brand: quality, cheap, fresh and healthy.
Magazine content was supported by Facebook posts. Consumers were also engaged by Lidl Kitchen’s own newsletter and the receipt flyers. Besides own media lidlkonyha content appeared in thematic magazines on a weekly basis, and the actual weekly receipt was featured in Blikk every Friday – a popular daily paper.
An exclusive insight into the Lidl Kitchen’s professional presence of the two gastro-influencers and the presentation of their related events also increased the commitment of our followers.
RESULTS:
Besides the outstanding visitor number at the website the social media channels also reached a great growth in follower numbers during the campaign. Lidlkitchen’s contents were followed by 547.047 Facebook fans, 6.341 Insta followers and 5.131 YouTube subscribers altogether.
