In partnership with the PR team at Lidl Slovenija a concept of the magazine was schemed to even the smallest detail.
We wanted to use the knowledge Slovene food enthusiasts and bloggers have on the content we wanted to produce: useful and simple recipes that leverage actual sales, meaningful content that builds trust and amusing pieces that nourish loyalty and appeal to readers, especially women who make most grocery shopping decisions.
Magazine’s content follows three key messages:
- You (customers) are Lidl Slovenija’s inspiration in everything it does/sells.
- Lidl Slovenija works with local talent and supports them wholeheartedly.
- Lidl Slovenija is the best, modern and affordable supermarket chain in the country. Their products – many of which are local – are tested multiple times and are safe and of best possible quality.
We knew only the best content could support a bold decision: sell the magazine as opposed to giving it out for free. Magazine has been mostly sold out and Lidl Slovenija is thus strengthening its position as a top quality retailer also through a top quality magazine that is a part of an overall extensive content marketing program.