Development of long-term PR campaigns and events for the Lidl and Lidl’s own brands


Lidl Dienstleistung GmbH & Co. KG


  • Conception and Implementation of the „LIDL Deutschlandcup 2016“, a soccer tournament for children at 17 different locations and a 3 day soccer camp in whole Germany.
  • Long term CSR-Engagement to increase the Image of the brand LIDL
  • Excite children for sports
  • Customer acquisition and loyalty
  • Positive image influence
  • Positioning of Lidl as a socially committed company


  • Implementation and on-site management of the event
  • Organization and training of staff
  • Involvement of project partners
  • Participant management
  • Conception of the brand communication
  • Creation and production of advertising materials in cooperation with LIDL
  • Consultancy for the development of a corporate design
  • Media planning
  • Press work
  • Organization of the testimonials Hans Sarpei and Mario Kotaska
  • Organization of regional ambassadors at 15 event locations
  • Organisation of the winner trip to the soccer game Germany vs. Polen of the European Championship in Paris
  • Production of advertising materials and brandings
  • Medial support of the tour
  • Design and programming of the website
  • Live-Stream of every event location
  • Editing and production of Image films and Best of films

Target groups

  • Children and adolescents (10 – 15 years)
  • Family members of the children participating in the tournament
  • Regional and nationwide media (print, online, radio, TV)
  • Press agencies
  • Lidl-led online channels (social media, website)


  • 220 girls and boys participated in the “LIDL Deutschlandcup 2016”
  • Approximately 2.300 spectators
  • High customer satisfaction