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)

As part of its Easter marketing campaign on social media, Lidl is focusing on quality and freshness. With the slogan «The Beat of Freshness», the grocery chain, accompanied by animal «freshness experts», shows what it means to be a pioneer in fresh fruit and vegetables.

Crunchy apples, juicy grapes and aromatic tomatoes: With its wide range of fresh fruit and vegetables, Lidl works every day to provide its customers in over 30 countries with access to healthy food. But how can this message be transported from the vegetable patch to the social media feed? The current campaign «The Beat of Freshness», which is being rolled out across Europe at Easter, answers this question with a wink.

Rabbits as freshness detectives

As part of this marketing campaign, Lidl proves the freshness of its products in an unexpected way by subjecting them to the judgment of animal experts: Rabbits. Equipped with over 100 million olfactory receptors, they can identify different scents over long distances and locate sources of fresh food. To do this, the rabbits twitch their noses up to 120 times a minute to pick up and analyze as many scents as possible. As these friendly freshness detectives prove in the social media clip: The fresher the vegetables, the faster their noses move in time. The rabbits« noses twitch to the rhythm of the cult classic »Fresh" by Kool & the Gang. In this way, Lidl's current commitment to freshness can be experienced with almost all the senses.

«With the slogan ‚The Beat of Freshness‘, we make our quality promise tangible for everyone and send a strong signal. We show in a charming way what our team is passionately committed to every day: absolute freshness, without compromise. Our customers can count on top-quality fruit and vegetables at the best price every time they visit. And when nature itself plays along with a twinkle in its eye, that speaks volumes for Lidl quality. I am proud of the commitment of the entire Lidl team, which makes this dynamic possible,» explains Désirée Erismann, acting Marketing Director of Lidl Suisse.

Awards for fresh quality

The discounter shows that freshness is a key quality promise for Lidl, above and beyond testing by animal experts: Lidl has won awards in several countries for the freshness of its fruit and vegetables. According to the 2025/2026 customer survey conducted by the Institut Suisse des Tests Qualité (ISQT) as the number one discounter in the fruit and vegetable department. To achieve this, the retailer relies on close partnerships with regional suppliers and short distances between vegetable growers and stores. A specific quality assurance system monitors the entire supply chain and guarantees that only flawless produce reaches the shelves. Lidl fresh produce experts check the products in the stores several times a day.

The spot «The Beat of Freshness» can be seen online on various social networks such as Instagram, Facebook, LinkedIn, YouTube and Tiktok from March 31.

Information on animal welfare: All productions with rabbits were carried out in strict compliance with animal welfare requirements: no factory farming, optimum care conditions on set and veterinary supervision.

www.lidl.ch

It all started with a viral video showing a person in a red Denner jacket «stealing» the heart from the Lidl logo. Denner’s subsequent statement read: «The Swiss heart is now back where it belongs. At Denner. Sorry, not sorry.» With this, the retailer positions itself as a self-assured Swiss original—and seizes the opportunity to humorously set itself apart from its German competitor.

The campaign is deliberately polarizing. On TikTok and Instagram, the topic is sparking lively discussion, ranging from approval to criticism of its provocative tone. The campaign is accompanied by advertorials in media outlets such as View and watson, movie theater ads, display ads, and other social media initiatives.

The ESE Agency, based in the Zurich area, is responsible for the concept and implementation. The team led by Elia Binelli, Severin Gamper, and Damian Steffen drew on the dynamism of the so-called Newsjacking – that is, a creative response to current events. At Denner, René Emmerich, Raphael Werner, and Sara Zanon oversaw the project.

With this campaign, Denner is using Lidl’s current rebranding as a springboard for its own communication strategy, which responds in real time to public perception—and demonstrates how satirical competition in the Swiss retail sector can become a viral sensation.

Contact person at Ese Agency:  Elia Binelli, Severin Gamper, Damian Steffen, Tamila Ineichen, Kyle Snyman (concept); Mirco Hunziker, Yannick Studer, Jan Lüthi, Geena Gugolz, Natnael Negash, Damian Steffen (production).  Responsible at Denner: René Emmerich, Raphael Werner, Sara Zanon; Other contributors: Nina Rolle (JBW Media), Tina Kazimir & Silvan Wehrli (Detail AG)

Sustainability needs attitude and a language that reaches people. With this conviction, the web agency Crafft designed and implemented the new digital presence "Gesagt, getan" for Lidl Switzerland. The platform combines facts with emotions, dialog with solutions - and thus creates a digital ecosystem that makes sustainable action visible and tangible.

"We believe that brands must take responsibility - and that communication can help to connect and motivate people. Especially in this day and age," says Michael Rütti, CEO of Crafft. "With Lidl Switzerland, we have a partner who shares this purpose. Together we translate complex topics into experiences that have a positive impact and encourage people to get involved."

The website has been online since the beginning of September. Dialogue is at the heart of the new approach: Stakeholders are not only informed, but actively involved. This is reflected in numerous formats such as surveys, evaluations and an ideas center. By combining design expertise, technological implementation power and creativity in campaigning, Crafft creates the framework in which content comes alive and becomes interactive.

The result is a communication approach that not only explains sustainability, but makes it tangible - and inspires people to be part of the change themselves.

Swiss origin is a key decision criterion when buying food. Lidl Switzerland generates more than half of its sales with food from local production. In order to make the Swiss origin more visible, Allink has worked with Lidl Switzerland to "Qualité Suisse" a cross-divisional product range brand that brings Swissness to the shelf.

Largest line in the range

Around 500 products will be available under "Qualité Suisse" by the end of the year - making the new line the largest in Lidl Switzerland's range. Allink supported Lidl in the strategic development of the brand and is responsible for the design implementation of all articles. "From conception to implementation, Allink supported us as a partner with a sound understanding of the Swiss market," says Yvonne Kringel, Department Manager Branding and Packaging at Lidl Switzerland.

Swissness as a need

"Qualité Suisse" unites existing own brands such as Milbona (dairy products), Fromani (cheese), Maestade (sausage products) and Bonvalle (fresh meat) under one brand. The uniform design is intended to make the Swiss origin directly visible on the packaging: A red heart with a Swiss cross forms the central design element - and also communicates visually that the food comes from local production.

"Swissness is not a trend - it is a deeply rooted need. With Qualité Suisse, we have translated this need into a brand identity with a clear promise and independent design language," says Christoph Schlatter, Creative Director at Allink. The name "Qualité Suisse" is simple, catchy and works in all national languages. The design strengthens the brand promise and conveys values such as trust, solidarity and quality.

Responsible at Lidl Switzerland: Yvonne Kringel (Branding and Packaging), Nathalie Forrer (Marketing). Responsible at Allink: Christoph Schlatter (Creative Director, Partner), Roger Lang (Design Director), Martina Kellenberger (Senior Brand Designer), Angela Hofstetter (Senior Brand Designer), Jesse Rinderknecht (Junior Brand Designer), Bernhard Vögele (Graphic Designer), Andrea Menzi (Brand Consultant), Florin Schweizer (Brand Marketing Consultant), Johanna Senn (Copywriter), Edith Kaiser (Image Editing), Martin and Linda Hemmi (Food Photography).

Lidl Switzerland recently launched "Qualité Suisse" (Markt-kom.com reported). The affordable brand unites high-quality food from Swiss production under one roof. In the accompanying commercial with the launch slogan "Voll Schwiiz", the St. Bernard "Bernie" comments on a typically Swiss moment of indulgence with his thoughtful voice, until finally the cameo appearance of a no less weighty and Swiss brand ambassador from Lidl Switzerland steals the show.

Benno is currently advertising the new Lidl brand throughout Switzerland on screens in and around the current 187 Lidl stores, as well as on (D)OOH, Megaposters and SBB locomotives, among others.

Responsible at Lidl Switzerland: Nathalie Forrer (Head of Marketing), Désirée Erismann (Strategy & Project Management), Fabio Bruggmann (Strategy & Project Management), Nicolas Cadonau (Sponsoring & Partnerships), Yvonne Kringel (Branding & Packaging). Responsible at Komet: Christa Zesiger (consulting), Cyril Sollberger (graphics), Lisa Oppliger (DTP), Claudio Parente (AD/concept), Daniel Müller (text/concept), Jeff Gerber (CD), Corinne Hert (Client Service Director). Film production: Centauri Media, Marcel Wolfisberg (production), Tobias Gysin (production coordination), Markus Welter (director), Marco Barberi (camera), Reto Buri (editor). Photos: Terence du Fresne.

Lidl Switzerland is underlining its commitment to Swiss products with "Qualité Suisse". In future, Swiss products will be bundled under the new own brand and given a uniform brand identity. Until now, Swiss products at Lidl Switzerland have been sold under various own brands such as Milbona, Fromani, Maestade and Bonvalle and labeled with a Swiss cross on the shelf.

From May 8, 2025, around 200 items with the label will initially be available in the stores - 30 of which have been newly introduced. According to Lidl, the range is set to grow to 500 products by the end of the year. The new brand stands for Swiss origin and is intended to make it easier for customers to identify and access local products.

At the start, the range will include fruit and vegetables, fresh bread, fresh meat, cheese, charcuterie and dairy products. Other categories such as frozen products, drinks, ice cream and baked goods will follow over the course of the year.

CEO Nicholas Pennanen describes the launch as "a clear commitment to Swiss production" and a significant investment in domestic agriculture. Around 300 Swiss suppliers currently work with Lidl Switzerland, and more than 50 percent of sales are already accounted for by products from Switzerland. The company aims to further increase this share with the new own brand.

Lidl Switzerland presents this year's Christmas film. This is the centerpiece of the transnational Christmas campaign and will be broadcast immediately on TV and social media channels. Lidl was able to win over the award-winning director Tom Hooper - Oscar-winning for his directing work on "The King's Speech" - to shoot the Christmas film.

With this year's Christmas campaign, Lidl is encouraging its customers to share the magic of Christmas with others. Just like the selfless girl in the Lidl Christmas movie, who proves that small gestures can make a big difference.

A Lidl Help" fundraising campaign

Together with its customers, the retailer is pursuing the goal of giving everyone a wonderful Christmas. That's why Lidl Switzerland is accompanying this year's Christmas campaign with a food donation campaign. From November 4 to December 22, 2024, customers will find a display with six different flyers in all Swiss Lidl stores. Each flyer represents a donation item. As soon as a flyer is scanned at the checkout, the two food bank organizations "Tischlein deck dich" or "Schweizer Tafel" are credited with a product that they distribute to people in need.

Early closing time on Christmas Eve and New Year's Eve

Lidl Switzerland will close its stores at 5:00 p.m. on December 24 and 31, 2024. This does not apply to individual stores in shopping centers, which will align with their opening hours. With the shortened opening hours, the retailer wants to give its employees time for their families.

An exciting mix of culinary skills and entertainment: Lidl Switzerland presents the late-night cooking show "KochBar by Fabian Zbinden", which can now be seen on Joyn, SAT.1 and ProSieben. Well-known TV chef Fabian Zbinden and presenter Salar Bahrampoori will host the show in a bar atmosphere. The duo invites celebrity guests such as Flavio Stucki (SRF Virus) and comedian Fabio Landert to cook together, play games and engage in relaxed conversation.

The concept combines cooking and entertainment in a charming way. From creative recipes and exciting games to personal conversations, the show offers everything a viewer's heart desires. Lidl Switzerland not only provides the stage, but also the ingredients: Selected Lidl products are used in the recipes. After each show, these creations are available on the Lidl Switzerland website to inspire viewers to cook them at home.

These are the consequences

Broadcast 01, October 13 | Bünzli and Culture
Comedian Fabio Landert and SRF Virus presenter Flavio Stucki discuss who is a "Bünzli" and who has culture. Fabian prepares corn galettes, Salar mixes a Roof Garden Cooler. There are licked elbows, dialect rates and coriander philosophy.

Broadcast 02, October 20 | Love and Dating
Raffa Zollo from 'Raffa's Plastic Life' shares her dating secrets and shows off her painting skills. Fabian cooks corn cakes with bean salsa, Salar serves an alcohol-free Café Olé. Spontaneous tattoos are in the room.

Broadcast 03, October 27 | Money and happiness
Musician LC One and singer Naomi Lareine discuss the balance between money and happiness. Fabian conjures up stuffed lentil pancakes, Salar mixes palomas. Bar puns galore.

Broadcast 04, November 03 | Life and Death
Fabian creates spinach bread with lemon fennel, Salar serves an Old Fashioned. Michel Birri (Glanz & Gloria) talks about fear of death and recorder regret. Fabian is exposed as a cheat.

Program 05, November 10 | Magic and Mystery
Drag queen Vio la Cornuta enjoys drinks while Fabian prepares pea toasts and Salar Ginger margaritas. Vio talks about magic and weird drag queen experiences. Sparks fly as hands touch.

Broadcast 06, November 17 | Courage and Making
Comedian Leila Ladari assists with mini burgers, while Salar bravely mixes the 'Lucky Looser'. Leila reveals how to make it without courage. A dance challenge for a brave person from the audience.

Under the new claim "You and us, that'll be big!", Lidl Switzerland is encouraging both potential and existing apprentices to achieve big goals together. "Become the CEO of your own career" is the core message of the campaign. Being part of #teamlidl offers a future full of prospects and opportunities.

"Understanding the needs and wishes of generations Alpha and Z and addressing them at eye level is central to the campaign," explains Lorena Cicia, Recruiting & Employer Branding Manager at Lidl Switzerland. "That's why we conducted an extensive survey with the target groups in advance. Our apprentices contributed their ideas, visions and talents and are a visible part of the campaign."

Ambassadors at eye level

A collaboration with the musicians L Loko and Drini has also been created for the new wave of the employer branding campaign. "With their music and their own story, the musicians L Loko and Drini stand for the courage to think big, to go your own way and to remain steadfast in challenging situations - values that Lidl Switzerland also represents and which make them a perfect match," explains Marc Schadegg from the Koch agency. "In close collaboration with the artists and Sony Music Switzerland, the single 'Big', which was released in August, was created from this connection in terms of content. As an emotional and motivating catalyst, the song serves as the heart of the campaign and is used on various communication channels as well as internally to strengthen identification."

This is underlined by a trilingual version of the song with the artist Milune for the French-language part and Luca for the Italian-language part, which is available as an official music video on YouTube. To prepare the campaign together, current apprentices from Lidl Switzerland worked closely with L Loko and Drini.

From the beginning of September, the apprentice campaign can be seen throughout Switzerland on digital, social media and other content formats. Lidl Switzerland is strengthening internal identification by integrating the advertising material into recruitment, internal communication and at the point of sale. Because in addition to music, humor and joy will also be important in the future.

Responsible at Lidl Switzerland: Lorena Cicia (Manager Recruiting & Employer Branding). Responsible agency: Koch Agency. Cooperation: Sony Music Switzerland.

34-year-old Nathalie Forrer will take over the position of Head of Marketing at Lidl Switzerland on August 1, 2024. She will lead a 30-strong marketing team. She succeeds Raphael Werner, who has left the company at his own request after 15 years.

Forrer started her career at St.Galler Kantonalbank. In 2017, she moved to the marketing department at Lidl Switzerland, where she was responsible for creating weekly advertising materials such as the advertising brochure. In 2020, she was promoted to Head of Department at Lidl Switzerland. Nathalie Forrer completed a Bachelor's degree in Corporate Communications at the Zurich University of Applied Sciences HWZ and has since completed several additional training courses. Most recently, she worked for Lidl Belgium and Luxembourg.

Grassi coordinates the Corporate Communications, Public Affairs and Sustainability departments. These three departments will continue to be managed by Mathias Kaufmann, Head of Corporate Communications, Jacqueline Fäs, Head of Public Affairs, and Julia Baumann, Head of Sustainability. They report directly to the Head of Corporate Affairs. She comes from Denner, where she was most recently Head of Corporate Communications.