Lidl, the German-origin food retail chain, has made its debut on TikTok Shop in Great Britain, becoming the first supermarket to market products on the famous social network’s marketplace. This launch is part of an action executed to promote its new range of high-protein products, called High Protein.
Moreover, the supermarket chain has stated that “all profits from the emerging company will be donated to the children’s charity NSPCC“. It serves as a way to give visibility to their new products and attract consumers, while also collaborating with a social cause.
Joanna Gomer, Marketing Director of Lidl GB, explains: “Our high-protein range is a favorite among our customers, with more than 150 high protein products sold in our stores every minute, and our customers from across the country turn to social media to share their purchases each week.
Given that the number of TikTok shoppers is rapidly growing, we are proud to be the first supermarket to engage with our customers directly on the platform with our unique offering, creating these exclusive packs to showcase our new and exciting products.”
Lidl Great Britain activated this initiative on February 20 through its TikTok profile @lidlgb, exclusively putting up for sale 3,000 High Protein packs valued at more than $33 USD each, for only $5.50 USD.
Additionally, with the purchase of the packs, branded Lidl products of limited edition are included: a microfiber towel and a set of resistance bands. In addition to this, Lidl Plus coupons with a 25% discount on their range of high-protein cold beverages are also given away. These coupons will be active for redemption until March 5.
@lidlgb Your protein game just leveled up 💪 Our exclusive high protein bundle drops on TikTok Shop on 20th February at 9am, for just £5! Set your alarms 👀 #fyp #proteinsnacks #gymtok ♬ original sound – LidlGB
As Lidl has reported, this promotion is only available in its TikTok Shop, and it is not a permanent offer. This means that at some point, the exclusive High Protein packs will no longer be available on their TikTok Shop profile.
It remains to be seen whether Lidl will continue to leverage this space to market other product ranges or whether it will eventually establish a stable sales strategy by choosing to place certain flagship products on the Chinese social network’s marketplace. Additionally, depending on the success of this action, they might consider replicating it in other markets where TikTok Shop is active, such as Spain.
Photo: Depositphotos and Canva
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