"Take a Lidl break"
Lidl uses the truck to drive to various locations to give people a break.Retail and radio advertising are old acquaintances. But Lidl wanted to convince customers of the advantages of its own range of products on the spot, in addition to the classic, sales-oriented campaign. For this purpose, two vintage cars were converted into a mobile barbecue and ice cream stand. The trucks offer everything from Cervelat to grilled steak and "Gelatelli". Until August, a total of 21 locations in Switzerland will be visited. The locations of the food trucks will be communicated a few days in advance via a total of eleven radio stations; the event itself will be accompanied editorially and with on-site moderation. "In the hectic pace of everyday life, people take time out far too rarely. We wanted to make this possible for our listeners with our summer campaign Take a LIDL break - with our ice cream and BBQ trucks, which stopped at highly frequented places. It was also important for us to make the best possible use of the anchoring of the radio stations in order to authentically represent our presence in the region," says Raphael Werner, Head of Marketing at Lidl Switzerland.Balance after 20 stagesIn order to really reach Lidl's target audience, it is always necessary to rely on summer weather; the definitive decision to go ahead with the tour is only made shortly beforehand. For this, a close exchange between Lidl, the radio station and swiss radioworld, the intermediary responsible for implementation, is essential. Especially since the radio stations have also clarified the legal and logistical issues for each location.Lidl draws a positive balance after almost 20 stages: "The rush has demanded everything from our grill masters. The choice of locations by the local radio stations also helped to maximize the impact of the campaign for us," says Werner. And Matthias Kost, station manager at Radio Zürisee agrees: "Take a Lidl Break is a great promotion to be able to create a lasting experience for our advertisers and our listeners."
