In an unprecedented move to win over Swedish hearts and taste buds, Lidl Sweden has launched a groundbreaking campaign featuring vegetables and fruits nurtured by the soothing sounds of classical music.
The discounter is now offering produce grown to the melodies of the Royal Stockholm Philharmonic Orchestra, a unique approach supported by scientific research suggesting that classical music can boost crop yields.
Starting this week, shoppers can identify these musically-inclined fruits and vegetables by a distinctive G-clef sign and the slogan “I grew up with the melodies of the Royal Harmonic Orchestra”. The initiative stems from a collaboration with the Royal Philharmonic Orchestra, with speaker systems installed across more than 20,000 square meters of supplier plantations since June.
Lidl is backing this innovative campaign with a major national marketing push, offering a preview of 31 classical works on its website and a 20% discount at the Stockholm Concert Hall for members of its Lidl Plus loyalty program.
This creative strategy comes as Lidl seeks to solidify its position in the Swedish market, currently dominated by large domestic players. Despite being present for over two decades, Lidl remains a niche player, facing stiff competition from local giants like ICA Gruppen and Axfood. However, the discounter reported impressive sales growth of over 11% in the fiscal year ending February 2024, outpacing the overall market growth of 7.5%.
Lidl's harmonious blend of science, music, and marketing represents a bold attempt to differentiate itself and cultivate a loyal customer base in a challenging retail landscape. With ambitious plans to expand its store network from 204 to 300 in the long term, Lidl is clearly aiming to strike a chord with Swedish consumers and carve out a larger share of the market.
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