Customers determine Lidl Switzerland's Christmas donation
Lidl Switzerland is launching its international Christmas campaign under the slogan «Wonderful things are worth it every day.» For the first time, customers can help decide which of three nonprofit organizations will receive a donation of 20,000 francs.
Christmas is considered by many to be the most wonderful time of the year - a time when we go to great lengths to bring joy to others. But what if this attitude wasn't limited to just a few weeks of the year? This is exactly where Lidl's Christmas campaign comes in, inviting us to carry these small gestures of appreciation and care into our everyday lives.
Customers decide on donation
This year, for the first time, Lidl Switzerland customers have the opportunity to actively participate in deciding which organization receives the donation of CHF 20,000. There are three charitable organizations to choose from that specifically support children and families. The three organizations introduce themselves in a short video on the retailer's sustainability platform and explain their commitment and impact.
Voting will take place directly on the platform and will run until 30 November 2025. The organization with the most votes will be announced in mid-December. "As a father, my commitment to children and families is particularly close to my heart. This year, we are giving our customers a direct voice through the fundraising campaign in order to do good together," says Bram van der Valk, Managing Director Customer Lidl Switzerland.
Focus on a plant-based Christmas menu
An important component of the campaign is "Conscious Nutrition", which is a central field of action in Lidl's international CSR strategy. The retailer is basing the design of its product range on the nutritional principles of the Planetary Health Diet and is aiming for a continuous expansion of plant-based foods by 2050. As part of the campaign, Lidl is using various touchpoints to advertise a Christmas menu, for example, which focuses on plant-based ingredients. In this way, the company shows that indulgence and conscious nutrition go hand in hand.
International campaign in 31 countries
This year's Christmas campaign starts on November 4, 2025 and will be shown in 31 countries. The centerpiece of the campaign is the campaign film, which will be broadcast as a TV commercial. This will be accompanied by a comprehensive online strategy on YouTube and social media platforms. Out-of-home and digital out-of-home measures are also planned. The campaign conveys the central idea: with Lidl, every day is worthwhile - even beyond the Christmas period.
