Objectives

Lidl aimed to bolster its reputation as a family-centric, value-focused supermarket by leveraging its UEFA EURO 2024 sponsorship.

The primary objectives were to:

• Raise unprompted awareness as a football sponsor from 1% to 10%
• Achieve 1 million downloads of the Lidl Plus app by July 2024

Execution

Our campaign focused on two key activities: the Lidl Kids Team and a retail-centric activation. 

Lidl Kids Team, the flagship initiative, offered over 1,000 children the chance to walk onto the pitch with players at UEFA EURO 2024. 

This exclusive player escort programme became the heart of the campaign, creating unforgettable moments for families and amplifying Lidl’s community-focused positioning. Promoted through a hero film showcasing football-loving children, it achieved wide exposure via social media, in-stadia LED boards, and tournament broadcasts.

The retail campaign, launched during the tournament, emphasised Lidl’s commitment to fresh food and family values with the "We’re On Your Team" tagline. 

Tournament-branded in-store promotions, ticket raffles, and Lidl Plus app incentives encouraged customer engagement and loyalty. A multichannel strategy across BVOD, OOH, print, social media, and digital platforms ensured reach in 30 markets. Innovations, including tailored social content and EA Sports FC 24 integration, boosted resonance with diverse audiences.

The Results

11% - unprompted awareness as a football sponsor, surpassing the 10% target, with 14% awareness among football fans

1.1 million - Lidl Plus app downloads during the campaign surpassed the target, significantly expanding Lidl’s digital user base

#1 - YouGov ranked Lidl as the most recognised sponsor of UEFA EURO 2024 - ahead of sponsorships heavyweights adidas and Coca-Cola