Hopscotch Event joins Lidl at the IAS (International Agricultural Show) for the seventh consecutive year to support the brand’s strong links with French breeders and farmers. The agency was chosen following a call for tenders to help design and produce the stand for the next three years, and to create the advertising campaign for the 2023 edition.

“We are delighted to once again be joining Lidl this year at an event as strategic as the Salon de l’Agriculture. The communications package we offer should enable Lidl to make the most of its social commitments and the strong link it has with the French agricultural world,” says Carla De Oliveira, Deputy Managing Director of Hopscotch Event.

This year, Lidl’s presence at the IAS and the associated poster campaign aim to highlight the reality of Lidl’s commitments (support for agriculture, support for French purchasing power, CSR commitment, etc.), to put the spotlight on the women and men to whom Lidl is committed, and to back up the brand’s message with specific actions.

Indeed, Lidl is a brand that has been committed to major societal issues for many years, and this commitment is reflected in specific measures, both with its partners and suppliers and within the communities in which it operates.

“We are very proud of the work done with Hopscotch. The agency was able to translate our priority commitments and make them visible through both the messages and the stand design, which show off our colors!” says Michel Biero, Executive Director of Purchasing and Marketing at Lidl France.

The poster campaign proposed by Hopscotch will showcase all the players in the Lidl sphere and showcase the brand’s societal commitments, while the IAS stand will play on a brightly colored converted farm to highlight the brand’s commitments.

Lidl has planned a large-scale advertising campaign to reach its target audience and share its messages with as many people as possible. To achieve this, the Porte de Versailles metro station, through which most of the show’s 500,000 annual visitors pass through, is decked out in Lidl’s blue, red, and yellow colors (151 advertising hoardings). This will provide total coverage, highlighting Lidl’s commitments and celebrating its link with French agriculture.

The area around Porte de Versailles has not been forgotten, with Metro exits and the adjoining networks (on the streets/ring road) being used to encourage local residents to come and pay a visit to the exhibition.

This year, Lidl has also taken over all the major train stations in Paris, including: 185 advertising screens displaying the motion versions of the campaign in six stations (Gare d’Austerlitz, Gare de l’Est, Gare de Lyon, Gare du Nord, Gare Montparnasse, and Gare Saint Lazare).