Lidl NI

Client Brief

Lidl Northern Ireland engaged LK Communications to deliver a series of strategic and impactful PR campaigns to support the retailer’s market-leading growth, connect with communities and enhance its sustainability efforts.

Our Approach

Thorough planning to deliver against vast consumer and corporate brief

Whether announcing plans for a new store, showcasing Lidl’s supplier relationships, getting the most out of its sponsorship and charity partnerships or creating consumer campaigns that drove footfall to the middle aisle – thorough planning ensured maximum output.

Identifying a series of firsts that would set Lidl apart from the competitors, we were the first to market with enhanced compassionate leave and free period products, the first increased living wage for a supermarket in Northern Ireland, the first to commit to carbon neutrality – and launched its first Supplier Impact Report illustrating its contribution to the local farming and agri-food sector.

The Result

Outweighing the competition

Our stand-out campaigns for Lidl ensured the retailer continually punched above its weight, securing widespread and consistent coverage across traditional, broadcast and online media –significantly outperforming its rivals and more established supermarkets.

With annual coverage amassing hundreds of pieces and OTS figures in the hundreds of millions, the impact of our campaigns matched the ambition of the client.