Brand Tracker

Welcome to the automated Brand Tracker diaries.

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.

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.

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.

animal welfare charity Lidl pet food

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.

animal welfare brand launch Lidl pet care

Ireland

Boys+Girls bags Lidl creative account

Brand: Lidl

Campaign: More to Value

Source: https://marketing.ie/boysgirls-bags-lidl-account/

Goal: To help Lidl grow its market position

Summary: Boys+Girls has been appointed as the lead creative agency for Lidl across Ireland after a competitive pitch, taking over from WPP's Folk VML. They will work on Lidl's 'More to Value' platform and handle social media assignments through Circle Content.

Boys+Girls creative agency Lidl marketing