Lidl

Comments off | By · July 18, 2026

Campaign Diaries

France

Lidl Launches a Travel Pillow Shaped Like a Croissant

Brand: Lidl

Campaign: NeckCroissant Launch

Source: https://www.marketingdirecto.com/creacion/campanas-de-marketing/lidl-lanza-exquisita-almohadaviaje-forma-croissant-hara-boca-agua

Goal: To promote a unique travel pillow by connecting it to the fashion world

Media: Social media, event activation

Summary: Lidl has launched a cervical pillow shaped like a croissant, named 'NeckCroissant', as part of a campaign during the Paris Fashion Week. The product, aimed at providing neck support for travel and naps, will not be sold in stores but can be won through social media giveaways across 25 European countries. The campaign includes a unique activation at a relaxation area in a Paris hotel and offers participants a chance to win a trip to New York for Fashion Week.

Campaign Diaries

No Brand Diaries found.

creative marketing fashion week travel accessory

Portugal

The Max & Mila’s World Dog Walk

Brand: Lidl

Campaign: Max & Mila’s World Dog Walk

Source: https://www.imagensdemarca.pt/artigo/a-caominhada-do-lidl/

Goal: To celebrate the launch of a new pet food brand and support animal protection associations

Summary: The ‘Max & Mila’s World Dog Walk’ organized by Lidl brought together over 300 families and pets in the Jamor area. The event was aimed at celebrating the new pet food brand and also presented the results of the ‘Pa-Tudo’ solidarity project, which has raised over 270,000 euros distributed to more than 50 animal protection associations, highlighting Lidl's commitment to animal welfare.

Campaign Diaries

No Brand Diaries found.

animal welfare community event pet food

Finland

Lidl Revamps Pet Product Range Under One Brand

Brand: Lidl

Campaign: Max and Mila Pet Brand Launch

Source: https://www.markkinointiuutiset.fi/artikkelit/lidl-uudistaa-lemmikkivalikoimansa-saman-brandin-alle

Goal: To introduce a new pet product line under one brand.

Summary: Lidl is launching a new pet brand called Max and Mila, consolidating their pet product range under this new brand. The updated selection includes three quality levels: Basic, Advanced Care, and Grain-Free Gourmet, catering to pets of all ages. The Basic level offers essential products with balanced ingredients, while Advanced Care features higher nutritional value and tailored recipes. The Grain-Free Gourmet represents premium quality with fresh meat as the main ingredient. Additionally, the range includes hygiene products and a comprehensive assortment of supplies and toys for pets.

Campaign Diaries

No Brand Diaries found.

brand launch Lidl pet products

Germany

With Riton & Jung von Matt: Lidl opens a pop-up travel agency for its latest croissant creation

Brand: Lidl

Campaign: Pop-up Travel Agency for Croissant Creation

Source: https://www.horizont.net/marketing/nachrichten/mit-riton–jung-von-matt-lidl-eroeffnet-fuer-juengste-croissant-kreation-jetzt-ein-pop-up-reisebuero-236222

Goal: Promote a new croissant product

Summary: Lidl, in collaboration with the agency Jung von Matt, has opened a pop-up travel agency to celebrate the launch of their newest croissant creation, aiming to attract young customers.

Campaign Diaries

No Brand Diaries found.

croissant Lidl pop-up

Portugal

Lidl, a Shopping Cart Full of Projects for Pets

Brand: Lidl

Campaign: Max & Mila’s World Launch and ‘Pa-tudo’ Project

Source: https://www.imagensdemarca.pt/artigo/lidl-um-carrinho-cheio-de-projetos-para-animais-de-companhia/

Goal: Launch a new pet food brand and support animal welfare

Claim: High-quality pet products at affordable prices

Summary: Lidl launched its new pet food brand, Max & Mila’s World, during a family event called 'Cãominhada', which brought together around 300 families and their pets. The event highlighted Lidl's commitment to the growing pet food segment and featured the announcement of results from the charity project 'Pa-tudo', which raised €270,000 through reusable bag sales for animal welfare associations caring for approximately 12,700 animals nationwide.

Campaign Diaries

No Brand Diaries found.

animal welfare charity Lidl pet food

France

Lidl Takes Pastries to Paris Fashion Week

Brand: Lidl

Campaign: null

Source: https://www.marketingmagazin.si/opazeno/opazili-smo/12154/lidl-je-rogljicek-odpeljal-na-pariski-teden-mode/novice

Goal: To promote Lidl's pastry products at Paris Fashion Week

Summary: Lidl showcased its pastry products during Paris Fashion Week, highlighting their commitment to quality and innovation in the food sector.

Campaign Diaries

No Brand Diaries found.

fashion event food promotion

Portugal

From family recipes to Lidl’s shelves

Brand: Lidl

Campaign: Da Minha Terra

Source: https://www.imagensdemarca.pt/artigo/das-receitas-de-familia-as-prateleiras-do-lidl/

Goal: Support Portuguese producers and enhance their visibility in large distribution.

Claim: Connecting production with large distribution

Media: Newsletter, Podcast

Summary: The 'Da Minha Terra' program, launched in 2020 to assist Portuguese producers affected by the pandemic, reaches its third edition with a broader scope. Alexandra Borges, Lidl Portugal's Purchasing Director, discusses the program's evolution into an initiative open to companies of all sizes, aiming to bridge local production with major distribution. The initiative contributes to the national economy by creating jobs, purchasing raw materials, and fostering company growth. It highlights the relationship between social responsibility and business strategy, emphasizing Lidl's commitment to promoting national products.

Campaign Diaries

No Brand Diaries found.

economic support local products Portuguese producers

Germany

Once Again Croissant Hype: Lidl Turns Its Butter Croissant into a Neck Pillow

Brand: Lidl

Campaign: Croissant Pillow

Source: https://www.horizont.net/marketing/nachrichten/schon-wieder-croissant-hype-lidl-verwandelt-sein-buttercroissant-in-ein-nackenkissen-236084

Goal: Promote a new product

Claim: Transform your butter croissant into a neck pillow

Summary: Lidl is launching a unique campaign by transforming its butter croissant into a neck pillow, tapping into the recent trend surrounding croissants. This innovative approach aims to capture customer attention and drive sales.

Campaign Diaries

No Brand Diaries found.

innovation product promotion

Global

Lidl replaces its pet brands with a new global identity: ‘Max & Mila’s World’

Brand: Lidl

Campaign: Max & Mila’s World

Source: https://www.reasonwhy.es/actualidad/lidl-sustituye-marcas-perros-gatos-nueva-ensena-global-max-mila-world

Goal: To establish a global identity for pet brands

Summary: Lidl is replacing its pet brands with a new global identity called 'Max & Mila's World'. The campaign emphasizes the role of advertising in creating a consumer universe around a brand rather than just fulfilling needs.

Campaign Diaries

No Brand Diaries found.

advertising global identity pet brand

Portugal

Lidl brings together pet product range under new private brand

Brand: Lidl

Campaign: Cãominhada Max & Mila’s World

Source: https://www.imagensdemarca.pt/artigo/lidl-reune-gama-de-produtos-para-caes-e-gatos-sob-nova-marca-propria/

Goal: To launch a unified brand for pet products and support animal welfare associations

Claim: Creating a unified brand for our range of dogs and cats

Summary: Lidl has launched a new private brand called Max & Mila’s World, which consolidates its offerings for pet care and food into three product lines: Basic, Advanced Care, and Gourmet. The initiative also includes a public event, the Cãominhada, to promote the brand and support animal welfare associations by donating part of the sales from their special campaign.

Campaign Diaries

No Brand Diaries found.

animal welfare brand launch Lidl pet care

Finland

Protein Boom is one of the big trends in grocery stores

Brand: Lidl

Campaign: Protein Boom

Source: https://www.markkinointiuutiset.fi/artikkelit/proteiinibuumi-on-yksi-paivittaistavarakaupan-isoista-trendeista

Goal: Increase the presence of protein products in stores

Claim: Easy protein choices for everyone

Summary: Lidl reports a growing interest in protein products, evident in their store layouts featuring dedicated 'protein blocks' for various categories. The store aims to make it easier for customers to choose protein products, which have increasingly become part of everyday life for all Finns. Lidl plans to increase the sales share of plant-based proteins to 20% by 2030.

Campaign Diaries

No Brand Diaries found.

customer convenience plant-based protein protein products retail trends

France

Lidl bets on Audrey Fleurot to give wings to Parkside

Brand: Lidl

Campaign: Parkside

Source: https://www.strategies.fr/actualites/marques/LQ6565088C/lidl-mise-sur-audrey-fleurot-pour-donner-des-ailes-parkside.html

Goal: Promote Parkside tools

Summary: Lidl is leveraging actress Audrey Fleurot to enhance the visibility and appeal of its Parkside tool brand, aiming to energize the campaign and attract consumer interest.

Campaign Diaries

No Brand Diaries found.

advertising influencer marketing

Brand

Lidl Campaign: NeckCroissant Launch Source: https://www.marketingdirecto.com/creacion/campanas-de-marketing/lidl-lanza-exquisita-almohadaviaje-forma-croissant-hara-boca-agua Goal: To promote a unique travel...