Lidl Italia is investing in innovative marketing, with the aim of reaching an increasingly wider audience, using the power of film.
The retailer recently partnered with Wildside and Warner Bros Entertainment Italia on the Italian comedy Poveri ma Ricchi, in cinemas since 15 December.
The integrated project does not only include Lidl's presence in the movie, but it also involves a more complex influence in the storyline.
In fact, some scenes were shot inside Lidl stores, which have been transformed for filming. The actors starred in the aisles of the supermarket, surrounded by Lidl products.
Also, the daughter of the fictional Tucci family, played by Federica Lucaferri, works in a Lidl supermarket.
Directed by Fausto Brizzi, the movie also features famed Italian actors Christian De Sica and Enrico Brignano.
As part of the festive season, Lidl Italia has introduced the Panettone FANtastico, the first Christmas cake created by fans of the retailer’s official Facebook page. A total of 18 ingredients were provided for 280 possible combinations. The winner was the panettone made of mascarpone, chocolate and chopped hazelnuts.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.
