Lidl vs PENNY

Gewinnerprodukte von TV-Show „Die Millionenidee“ exklusiv bei Lidl erhältlich

Von der Idee ins Regal: Ralf Dümmel startet neues Format für Erfinder

Lidl Crowns Riton 'Fresh King' in Campaign Targeting Rewe

Lidl, the German discount retailer, launched a quirky marketing campaign celebrating its tenth win at the 'Fruchthandel Magazin Retail Awards' for the best fruit and vegetable range in the discount category. The campaign features creator Riton as the 'Frischekönig' (Fresh King) in humorous videos on social media and includes a live event in Berlin on September 26. The campaign spans TV, radio, out-of-home, and in-store advertising, with a TV spot thanking producers, customers, and even nature. The offensive positioning on freshness is seen as a direct challenge to competitor Rewe, which recently adopted freshness as its unique brand proposition with the slogan 'Frische hat einen Namen - Rewe'.

• Lidl won the 'Fruchthandel Magazin Retail Awards' for the best fruit and vegetable range for the tenth time.
• Lidl's campaign features creator Riton as the 'Frischekönig' in social media videos and a live event in Berlin on September 26.
• The campaign includes TV, radio, outdoor, PoS, and Lidl Plus app advertising.

Schwarz Group Advances Logistics Automation and E-Mobility

The Schwarz Group, parent of Lidl and Kaufland, is accelerating automation, electrification, and digital networking across its supply chain. At its second Future Day in Kaufland's Geisenfeld logistics center, over 650 industry leaders discussed autonomous transport, AI-supported warehouse processes, e-mobility, and circular economy. Lidl is testing a cabless autonomous electric truck with Einride on public roads, a first for German food retail. Kaufland's Geisenfeld site is 80% automated for food picking, with robots handling 70% of depalletizing. The group's cloud platform STACKIT, from Schwarz Digits, supports digital sovereignty and data integration. Investments in charging infrastructure, electric fleets, and circular systems aim to reduce emissions. The group sees automation as a response to labor shortages, shifting employee roles toward oversight and problem-solving. The event underscores logistics as a technology and infrastructure task for the group.

• The Schwarz Group held its second Future Day at the Kaufland logistics center in Geisenfeld, with over 650 attendees.
• Lidl is testing a cabless autonomous electric truck with Einride on public roads in Germany.
• Kaufland's Geisenfeld facility automates 80% of food picking; robots handle 70% of depalletizing.

Penny Pimps Two Stores for YouTube Series

German discount retailer Penny had two of its stores redesigned by influencers, and it is now revealed that these renovations serve as the backdrop for a new YouTube series. The series, titled "Pimp my Penny," features influencers DJ Pünti and Leyla Heiter, and was created with the help of social media agency Charles & Charlotte. The stores were used as filming locations, showcasing the transformed retail spaces. The initiative highlights Penny's creative marketing approach, integrating influencer culture and entertainment into its brand strategy. Details on the series' release and format are limited due to paywall restrictions.

• Penny had two stores redesigned by influencers as part of a marketing campaign.
• The renovated stores serve as the backdrop for a new YouTube series titled 'Pimp my Penny'.
• The series features influencers DJ Pünti and Leyla Heiter.

Penny Rewards Funny TikTok Comments with Shopping Vouchers

German discount supermarket chain Penny has launched an interactive TikTok campaign called 'Comment Coupons' to reward users who post particularly funny and creative comments on its videos. Running from June 1 to the end of September, the campaign uses a proprietary AI scoring system to evaluate comments based on community resonance and content relevance, assigning voucher values of 10, 25, or 50 euros. So far, over 4,000 comments have been rewarded with a total of 45,000 euros in vouchers. The campaign was developed by lead creative agency Saint Elmo's, with social media execution by Charles & Charlotte, media planning by Pion3ers, and AI support from Plan.Net Belgium. Digital out-of-home billboards in eight German cities also displayed rewarded comments. The initiative aims to strengthen Penny's brand platform 'Echte Freude' (Real Joy).

• Penny launched the 'Comment Coupons' campaign on June 1, running until end of September.
• The campaign rewards funny TikTok comments with vouchers worth up to 50 euros.
• Over 4,000 comments have been rewarded with a total of 45,000 euros in vouchers.

PENNY eröffnet nächsten Influencer-Markt

David Puentez gestaltet „seinen“ PENNY Markt im Club-Style in Hamburg Borgfelde