This week, Lidl France has launched a new advertising campaign promoting its engagement with local farmers. The campaign aligns with the retailer’s strategic priorities, building on the work it is doing at the international fair Salon International de l’Agriculture 2019 in Paris.
One of Lidl’s current priorities is to develop a more sustainable and local sourcing programme. The retailer has been developing strong partnerships with local suppliers across Europe and with farmers, particularly in France.
Lidl France currently works with 600 suppliers and more than 5,000 livestock farmers. Nearly 100% of its beef and pork and 80% of poultry come from French farms. To support this aim Lidl has started developing tripartite agreements with farmers and manufacturers. The agreement is agreed between Lidl and the farmer with the objective of guaranteeing a fair price.
Promoting the relationships to shoppers
To better understand farmers, Lidl has been participating at the Salon International de l’Agriculture for five years. The fair, promoted as the “largest farm” in France, is one of the most visited. It offers a unique opportunity for Lidl to strengthen relationships with its shoppers and to potentially recruit new ones.
A specific advertising campaign has been developed with billboards in Paris underground and posters in stores. The campaign, called “The true portraits” promotes the retailer’s relationship with farmers pictured in their working environment. Farmers will be present at the fair, on the retailer’s stand to meet with visitors.
Source: retailanalysis.igd.com