Lidl
LidlMini's
As the #1 supermarket for fruit and vegetables, Lidl Nederland transformed its strongest category into a nationwide loyalty campaign that families couldn’t ignore. Lidl Mini’s consist out of ten collectible fruit and vegetable soft plush characters designed to make healthy choices more playful, memorable and engaging.
Every €15 spent rewarded customers with a free plush collectible, turning everyday grocery shopping into a fun collecting experience that kept families coming back. Beyond the supermarket, Lidl Mini’s continued the story through an activity album filled with games, educational content and recipes, encouraging children to discover more about fresh produce at home.
The campaign seamlessly connected retail, digital and social touchpoints through Lidl Plus integration, prize activations and online amplification, creating an experience that lived both in-store and beyond.
A fresh take on loyalty that made healthy choices more engaging for the whole family. A few highlights of the campaign:
-10 free collectible fruit & vegetable plushies
- Nationwide loyalty mechanic driving repeat store visits
- Educational activity album with games, recipes and fun facts
- Lidl Plus integration and digital win actions
- Social-first campaign supporting nationwide engagement
What's in store
Turning fresh into fun
Concept in Motion
Watch the TVC at your own risk. The ‘beet’ tends to stick...
Putting fresh into the spotlight
Lidl's strongest category
Following the success of earlier Mini’s campaigns, Lidl gave the concept a fresh twist by putting fruit and vegetables in the spotlight, turning its strongest category into the heart of the campaign. By combining a proven savings mechanic with collectible plushies and an activity book full of games, recipes and fun facts, the campaign was about children discovering healthy food through play, while parents had another reason to return to store.
This is what LUMEN does best: turning retail objectives into playful experiences that families love.
Campaign testimonial
In store is where the campaign really came to life. Lidl Mini’s brought colour, curiosity and a little extra excitement to every shopping trip, making fresh fruit and vegetables the stars of the store.
From spotting a favourite character to taking home the next Mini, the campaign added playful moments throughout the customer journey. Because sometimes, the best way to get families excited about fresh food is to make it fun first.
Get in touch
Head Office
Jacob Bontiusplaats 48
1018 LL Amsterdam
Sourcing Office
Tower A, 9th Floor, Unit 908
14 Science Museum Road, New Mandarin Plaza, Hong Kong
People's Republic of China