Case Study - National Lidl Bakery Awareness

Hand to Hand Leaflet Distribution

Client: Lidl In Store Bakeries

Campaign: Lidl Bakery, Nationwide Launch Campaign

Locations: High streets & market areas close to Lidl stores across the UK:

Hull, Morpeth, Doncaster, Gateshead, Southey Green, Sunderland, Heeley, Grangetown, Sunderland - Durham Road, Chesterfield, Sheffield Road, Brigg, Durham - Wheatlands Way,Thornaby - Stockton-on-Tees, Bradford - Barkerend Road, Bradford - Manchester Road,  Guisborough, Dewsbury, Durham, Tyne Dock,  Halton, Walkergate, Darlington, Driffield, Durham - Langley Moor, Grimsby, Whitby, Cromwell Road - Grimsby, Norton, Barton Upon Humber, Ormesby, Middlesbrough, Scunthorpe, Newlands - Hull, Doncaster - Sandall, Featherstone, Heckmondwike, Leatherhead, Thirsk, York, Rotherham, Goole, Sunderland - Roker, Darnall, Peterlee, Chapel Allerton, South Shields - Laygate, Ashington, Huddersfield - Wakefield Road, Benwell, Newcastle upon tyne, Blyth, Consett, Knaresborough, Willerby, Alnwick, Battle Hill, Bradford, Durham - Spennymoor, Hunslet, Gipton, Catterick, Mirfield, Stockton, Barrow, Bishop Auckland, Castlebeck, Chesterfield, Huddersfield - Castlegate, Normanton, Ossett, Stockbridge, Sheffield , Whitehaven, Wigton, Wrekenton, Blyth Rerun, Carlisle, Consett and Peterlee.

Brief:

• To increase awareness, drive sales and generate foot fall into store for a wide variety of Lidl stores across the UK, Link Communication executed a targeted hand to hand leaflet distribution campaign providing the general public with a promotional leaflet and verbally encourgaing new customers to come and try the new bakery opening within the local area Lidl store.

Campaign Description:

• Link Communication provided promotional staff to distribute leaflets hand to hand, close to Lidl stores, primarily targeting adults who currently use competitor bakeries (such as Gregs).
• The activity took place on busy weekdays (market days or Fridays) and weekends, to capitalise upon the peak of shoppers, local residents and office workers around each of the re-vamped stores. The staff located themselves within the busiest areas of the high streets and market areas, and performed a mix of pro-active leafleting and friendly, enthusastic vebal encouragement.

Branding:

• The members of staff were all dressed in smart branded Lidl jackets which increased campaign impact and also helped ease interactions with members of the public.

Results:

• Over 100,000 leaflets were handed out to local shoppers; during the campaign. Of approx 80% of recipients who took a leaflet, more than 75% were also happy to hear the summary information about the new Lidl bakery outlet and the offer being promoted.
• During the hand to hand distribution the reaction from the public was extremely positive: the majority of recipients were keen to try out the bakery and also redeem their voucher to get a free mini baguette.
• Link Communication's involvement was cited as being a major factor in the success of the campaign's nationwide success, by the Lidl national marketing team.