Lidl Rolls Out Kids’ Campaign To Drive Fresh Produce Engagement
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Lidl GB is launching a children’s fruit and vegetable scavenger hunt across 100 UK stores this summer as part of a trial aimed at increasing engagement with fresh produce and encouraging healthier shopping habits.
Starting in mid-July, the initiative will see recyclable clue tags attached to Lidl’s children’s shopping trolleys, inviting young shoppers to discover and identify fruit and vegetables around the store using simple descriptive prompts.
Scavenger hunt clues include references such as ‘Mini Trees’ for broccoli and ‘Orange Sticks’ for carrots, encouraging children to explore the retailer’s produce offer during the family shop.
Forming part of the Lidl Foodies schools programme, the campaign is supported by Lidl Plus vouchers with free fruit and vegetable items offered in participating stores.
Lidl said its new summer produce drive aims to make healthy eating fun, accessible, and something children want to get involved with.
Prompted By Research
The campaign comes on the back of to research highlighting gaps in children’s knowledge of fresh produce.
According to Lidl GB, 52% of children aged 8-11 believe that pineapples grow on trees, while 28% are unsure where strawberries come from.
Separately, 26% of children said they would be more willing to try healthy foods if they were involved in shopping for them.
“We’re bringing the success of our Lidl Foodies schools initiative onto the shop floor to make learning fun and improve the shopping experience for families this summer,” explained Georgina Hall, Director of Corporate Affairs at Lidl GB.
“By turning our mini-trolleys into a fun yet educational Scavenger Hunt game, we can give our littlest shoppers a foodie adventure that encourages them to discover more about fruit and vegetables.”
Encouraging Greater Interaction
The retailer said the 100 trial locations were selected using Neighbourly data identifying areas of higher deprivation, with the programme intended to support children's food education in communities where it is most needed.
Families whose local store is not participating will also be able to download the scavenger hunt online.
The in-store activity extends Lidl GB’s Lidl Foodies schools programme, which promotes nutrition education and awareness of where fresh food comes from.
Now in its second year, the initiative has reached more than 640,000 children and is active in over 25% of British primary schools.
The summer scavenger hunt trial also forms part of Lidl GB’s wider strategy to encourage healthier diets through greater interaction with fresh produce, both in schools and in-store.
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