Case Study: Lidl News
Publisher: Zahra Media Group
Client: Lidl
Services: Content creation, design, repro, production management, print management
Circulation: 310,000 monthly across two issues in Ireland and Northern Ireland
Audience: Core target market is Lidl shoppers who might do a top up shop in Lidl but not their main shop
The title’s core objectives are:
- To introduce readers to Lidl’s every day range through enjoyable lifestyle content
- To offer an alternative to the weekly Lidl leaflet, which focuses on special offer products
- To communicate Lidl’s core brand values of being a quality food store with an emphasis on local produce and suppliers
Execution
Since Lidl launched in Ireland in 2000 it had communicated its weekly special offers through a glossy leaflet distributed in store and in newspapers. Lidl wanted to reaffirm its position as a grocery store where customers could do their main shop, not just once offs or top up shops. Our brief from Lidl was to create light-hearted lifestyle content to emphasise Lidl’s brand objectives of every day shopping and local produce.
Lidl News is a free 8-page tabloid newspaper that lives and breathes the Lidl brand, emphasising its every day range. We work closely with the Lidl marketing team to create content, such as everyday recipes using Lidl products by brand ambassador chefs Paul Flynn and Ian Orr, supplier interviews, lifestyle features on topics from moving out of home for the first time, summer festivals, preparing for exam time and seasonal entertaining advice.
On the publication’s first birthday, we introduced a design refresh which helped to see a 6-fold increase in customer engagement.
“Our 48-page leaflet focuses on Lidl’s promotional offers so Lidl News was created to highlight everyday and lifestyle topics. More than a fifth of our customers are picking it up in-store. We are not resting on our laurels and are constantly listening to our customers to refine Lidl News and ensure that it is relevant for them.” – Desi Derby, Marketing Manager, Lidl Ireland.
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