Lidl Dienstleistung GmbH & Co. KG

Lidl Deutschland Cup

The Lidl Deutschland Cup is a national children’s and youth football tournament, which already took place in the years 2006, 2008 and 2010. In the year of the European Championships 2016 media consulta supported Lidl for the fourth time with the organisation of the German championship. With projects like this, Lidl wants to inspire children and young people for an active way of life and sports.


Communication objectives:

  • Awaken enthusiasm for sports among children·
  • Inform children and adolescents as well as their parents about the topic of conscious nutrition
  • Customer acquisition and loyalty
  • Positive image influence
  • Attract special attention to the nutritional formula “5 a day” (consumption of 5 servings of fruits and vegetables per day)
  • Raise awareness of the Lidl Deutschland Cup 2016 and increase the number of participants
  • Positioning of Lidl as a socially committed company

Project details

Customer: Lidl Service GmbH & Co. KG

Event: Lidl-Deutschlandcup 2016

Dauer: 2006-2016

Target groups

Direct target groups:

  • Children and adolescents (10 – 15 years)
  • Family members of the children participating in the tournament
  • Young people at work entry age
  • Schools and sports clubs

Indirect target groups:

  • regional and nationwide media (print, online, radio, TV)
  • Special interest media for teenagers
  • PR agencies
  • Lidl-led online channels (social media, website)

Tasks of the mc Event:

  • Conception and realization of the “Lidl Germany Cup 2016”, a nationwide children’s football tournament at 17 venues + three-day football camp
  • participants management
  • Organisation and training of staff
  • Implementation and on-site supervision of the events
  •  Involvement of project partners
  • Organisation of the winner’s trip to Paris for the European Championship preliminary round match of the German national team against Poland

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