Lidl

Lidl shrinks Wigald Boning in healthy-food campaign

Lidl has launched a humorous healthy-eating advertising campaign that features entertainer Wigald Boning as the retailer’s new ambassador, including a TV spot in which Boning appears visually 'shrunk'. For the campaign Lidl brought creative agency HeimatTBWA on board. The article notes the move comes as Lidl moves away from a single creative lead-agency model toward a pool model of agency partners. The report also places the campaign in the context of disruption at major holding companies, noting Omnicom’s advertising division has faced challenges since integrating Interpublic and lost clients such as Henkel, Hornbach and Teekanne. The piece was published on 2026-06-22 by Marco Saal.

Lidl cuts prices on branded coffee

Lidl has permanently reduced prices on branded coffee products from makers such as Melitta, Lavazza and Dallmayr, announced in its weekend leaflet. Individual items are discounted by up to 10%. The move follows earlier price reductions for Lidl’s own-brand coffee in early May. The report was published by Lebensmittelzeitung on 2026-06-22 (author: Marco Kitzmann).

Sky tests frozen-pizza QR codes to unlock streaming

German broadcaster Sky is testing a retail promotion that embeds QR codes on two limited-edition frozen pizzas. The campaign — run in cooperation with an RTL subsidiary and a premium frozen-flatbread manufacturer — directs buyers to a registration page where, after providing an email address, they receive one-time free access to Sky’s documentary 'Ein Sommer in Italien – Die WM 1990' (apart from three Sky promos). Packaging features an AI-youngened image of Lothar Matthäus, who also appears in the film. DWDL frames the initiative as a marketing play and a test of using retail product packaging as a distribution and audience-acquisition channel, raising questions about first-party data capture, retail media reach, and the blurring of boundaries between content and product placement.