Brand Tracker

Welcome to the automated Brand Tracker diaries.

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.