Lidl Germany And Wigald Boning Promote Planetary Health Diet | ESM Magazine
Lidl Germany has launched a campaign promoting the science-based Planetary Health Diet, in partnership with German entertainer Wigald Boning. The humorouscampaignaims todemonstratehow healthy eating can be. . .
Lidl Germany has launched a campaign promoting the science-based Planetary Health Diet, in partnership with German entertainer Wigald Boning. The humorouscampaignaims todemonstratehow healthy eating can be integrated into everyday life, under the slogan ‘Bewusste Ernährung beiLidl? Mit Wigald eine Kleinigkeit!’ (‘Healthy eating at Lidl? A piece of cake with Wigald!’). Alexander Lafery, head of marketing atLidl Germany, said, “We makehealthy eatingsimple, accessible and affordable for everyone. “In Wigald Boning, we have the ideal person on our team: he approaches the topic of nutrition with curiosity, rather than reservations, and leads by example in enjoying food, rather than denying himself. ”Planetary Health DietLidl Germany highlighted that its product range is aligned with thePlanetary Health Diet, which was developed by the EAT-Lancet Commission to support human and planetary well-being. The retailer noted that a predominantlyplant-baseddiet can help feed a global population expected to grow to ten billion by 2050 without further harming the planet. Lidl aims to support this by expanding its plant-based offering by 2050 and increasing the share of plant-based protein compared to animal-based protein to 20% by 2030. Campaign PromotionsAs part of the campaign, the retailer will launch TV adverts featuring Boning shrinking to a miniature size, to underline the slogan ‘Nah am Produkt’ (‘Close to the product’). The adverts will run throughout the summer and focus on product ranges aligned with the Planetary Health Diet, including Lidl’s own vegan brand, Vemondo, and organic products from its Bioland range. The retailer also aims to promote a holistic and diverse diet, including animal-based products, while highlighting its commitment to local agriculture and animal welfare. The TV adverts will be supported by posters, digital initiatives and special offers on the Lidl app. Boning will also promote the campaign on social media, teaming up with other German content creators. Boning commented, “Personally, I’m interested in nutrition primarily from two perspectives: which flavours give me the greatest sense of well-being, and how can I support my sporting goals through my diet – in other words, what can I eat to stay fit?“At Lidl, I can find all the ingredients I need for this ideal scenario at delightfully reasonable prices. ”