A Promise to People
“Worth It.” represents a promise to millions of people who place their trust in Lidl every day. Lidl believes that everyone has the right to access high-quality, sustainable, and affordable products. This principle of accessibility and price availability is not only at the heart of the rebranding campaign, which will run from September 21 until the end of October, but is also reflected in many other aspects: in the variety of Lidl’s high-quality private labels, in organic products and plant-based alternatives. It is also reflected in the daily freshness Lidl guarantees to its customers, in supplying family households, and in the added value Lidl provides to its customers during festive occasions.
More Than Just Price: Added Value for Society
This slogan goes beyond a mere promise of value for money – it is the guiding principle of Lidl’s activities. “Worth It.” means recognizing true values in life and appreciating what matters most to people: security, reliability, and making dreams a reality.
Lidl’s Responsibility and Promise for the Future
“Worth It.” represents a promise to customers that Lidl remains unwavering in its commitment to provide affordable quality every day, offering an excellent selection, reliable products, and a shopping experience that puts people first. It is also a promise to Lidl’s employees that the company will invest in their future, supporting them in achieving their goals and developing their careers through training, growth, and opportunities for advancement at every stage. At the same time, it is a promise to partners that Lidl will build long-term relationships based on trust and respect, with the goal of mutual growth and providing lasting value that positively impacts communities and customers.
When it comes to the environment, Lidl works for a better tomorrow, putting people at the center of its activities, protecting the environment, implementing food waste prevention programs, reducing plastic through packaging innovations, and committing to recognized sustainability certifications. In this way Lidl creates real value for its customers, employees, and business partners, and lays the foundations for a strong brand focused on the future with a sustainable promise for today and tomorrow. This approach is embedded in Lidl’s slogan “Worth It.” and reinforced through concrete actions such as cooperation with local suppliers and a commitment to sustainable development.
Over the years, Lidl has built strong partnerships with organizations and initiatives that are making a positive difference in communities. Since 2019, Lidl has proudly collaborated with the Croatian Mountain Rescue Service, and in 2022 launched the educational project Little Heroes, through which children learn in a fun way about safety and responsible behavior in nature.
Social responsibility is further reinforced through the Flavors of the Homeland brand, which brings together local producers and domestic suppliers, promoting the quality and traditions of Croatian regions.
For sustainable business, responsibility towards resources is key for Lidl, which is why systematic efforts are made to reduce food waste along the entire value chain, and through cooperation with all Food Banks in Croatia, regular donations to those most in need are ensured.
Lidl is also a proud sponsor of the Croatian Football Federation and the Croatian Handball Federation, and since 2024 has also supported the Croatian School Sports Federation – thereby further encouraging children to lead active lives, adopt healthy habits, and practice conscious nutrition – because Lidl believes that investing in sports means investing in a happier future.
Lidl has committed to achieving Net Zero emissions by 2050, reducing greenhouse gases across all business areas and supply chains. Through cooperation with suppliers, the use of green energy, and innovative measures such as electric trucks, Lidl is already making significant progress towards sustainable business operations.
Rebranding Campaign “Worth It.”
The rebranding campaign runs from September 21 until the end of October and is integrated through a media strategy across all channels that reach and surprise customers. On television, a TV SPOT in 60”, 30”, and 20” versions will be broadcast: https://www.lidl.hr/c/isplati-se/s10079602. Everything will be accompanied by a comprehensive online video strategy on YouTube and premium media channels. In addition, the campaign is running on social media with feed posts and reels. It will also rely on OOH advertising with wide reach, as well as influencer marketing and digital audio advertising.
“With this integrated campaign, we reach people where they are – in an emotional way and with clear messages about what really matters, creating added value for Lidl’s customers,” explained Marko Galić, Marketing Director of Lidl Croatia and Lidl Slovenia.
