Antonino Cannavacciuolo is the new testimonial for Lidl Italia. The star chef will be the protagonist of a new promotional campaign for the [private] brand Italiamo and for organic, PDO and PGI fruit and vegetables. The announcement of the collaboration came during a press conference held on 19 March at the Lidl shop in Viale Corsica, Milan…
Personally, I find this initiative positive because it follows an intelligent path :
the German company has made itself known as a ‘supermarket’, and not as a discount store,
it has also done so through the launch – in 2021 – of Lidl Plus , the digital loyalty programme that ‘has surpassed the significant threshold of 7.5 million users in Italy’ (Alessia Bonifazi , Corporate Affairs Director, Lid Italia a Food , March 2026).
Lidl also proposed the Christmas 2025 Competition, but above all Lidl Pay, which allows to pay at the till directly through the app with a single scan of the Qr- Code.
Lidl has also invested heavily inAI and data management.
It is customising its offer, depending on the regions it serves and targeting city centres with smaller formats.
With the brand’sdigital ecosystem, Lidl will be able to ‘propose offers that are increasingly customised to the individual customer and increasingly in line with his or her purchasing choices’.
In essence, Lidl wants tobecome a brand and is doing so consistently.
