Lidl’s brand policy crosses Sinner’s tennis and adds it to its fruit and vegetable department

Lidl, which has always been committed to encouraging the consumption of fruit and vegetables, announces the opening of a pop-up fruit and vegetable bar in the sporting heart of Rome and an adjoining gazebo called ‘Carotavendolo‘, at Largo Maresciallo Diaz 20. From Tuesday 12 to Thursday 14 May, the Ponte Milvio area becomes a space dedicated to cheer and freshness, where the excellence of the brand’s vegetable assortment is at the centre of a unique awareness-raising initiative.

After the slip on pasta – read Lidl pasta, EU Court: the tricolour on labels can mislead consumers – an interesting marketing initiative, to be imitated, even if Lidl’s fruit and vegetables have some obvious limits.