Lidl Sustainability Campaign: 15 Years of Fairtrade with Bühler & Bühler
Lidl Switzerland is celebrating the 15th anniversary of its partnership with Fairtrade Max Havelaar—and, together with the agency Bühler & Bühler, is implementing a 360° communication strategy designed to appeal to customers and employees alike.
Lidl Sustainability Campaign: Anniversary as a Starting Point
Lidl Switzerland is celebrating a significant anniversary: 15 years of partnership with Fairtrade Max Havelaar. The resulting Lidl sustainability campaign was conceived and implemented by the Zurich-based agency Bühler & Bühler—since late 2025, the team at Bühler & Bühler has been responsible for the creative execution of all initiatives designed to raise awareness, inspire, and motivate Lidl’s customers and employees.
At the heart of it all is Lidl Switzerland’s Corporate Social Responsibility team, which views sustainability as a core value and takes responsibility for what matters today and tomorrow. This commitment should be tangible—both internally and externally, and for many months to come.
360° Communication Around gesagt-getan.ch
The campaign's main focus is the content hub at said-done.ch. The campaign is delivered through a 360° communication strategy that combines analog and digital, static and dynamic elements. The campaign celebrates the anniversary while simultaneously positioning Lidl Switzerland as a retailer with a vision for the future.
Ensuring that this vision is communicated not only to the outside world is a key priority: Lidl Switzerland is raising awareness among employees in its stores and at its headquarters about energy-saving measures through short, interactive videos. These entertaining clips provide basic information about the company’s measures to date, thereby laying the groundwork for a fact-based transfer of knowledge—including between employees and customers.
More milestones with Bühler & Bühler are in the works
The year has just begun—as has the partnership between Lidl Switzerland and Bühler & Bühler. According to the press release, the recently won pitch to produce the magazine «Gesagt, getan.» as well as new creative campaigns on key CSR topics are, according to the press release, two further milestones that will soon be visible throughout Switzerland. They are intended to show how sustainability can not only be explained but also brought to life.
More about Lidl Switzerland's sustainability strategy: https://www.lidl.ch/de/nachhaltigkeit
Responsible at Lidl Switzerland: Grazia Grassi (Head of Corporate Affairs), Nadja Hauser (CSR Department Manager), Monja Berchtold (Junior Manager, CSR & Sustainability)
Responsible at Bühler & Bühler: Raphael Bühler (Key Account / Consulting), Vasco Bickel (Creative Direction, Art), Stephanie Geiger (Executive Creative Director), Ronda Miller (Consulting), Joséphine Rohrer (Copy & Concept), Mario Strbac (Design & Video), Noah Gora (Design & Video), Sarina Sutter (Social Media)
