General information

Campaign objectives: Lild wanted to position itself as the leading brand in Lithuania for the grill season, offering affordable prices and a variety of quality products:

• Reinforce the message that choosing Lidl for the grill season in Lithuania is affordable and offers a variety of quality products for experimenting with new recipes.
• Highlight Lidl’s Grill&Fun products, showcasing different options: meat, fish, dairy products, vegetarian and vegan choices.

Context

TV3 and the Lidl team noticed that grilling is becoming increasingly popular in Lithuania, with the grilling season starting earlier and ending later each year. Lithuanians are searching for unique grill recipes, exploring new dishes, and experimenting with different techniques – which was the perfect opportunity for Lidl to position itself in that space.

Creative Minds

The TV3 team and Lidl invited people to showcase their grilling skills by filling out a form on the news portal tv3.lt. After the selection process, participants were invited as guests on the TV show, where they could challenge Lithuanian celebrities and demonstrate their best grilling skills and recipes. The show was hosted by Vytaras Radzevičius, a journalist, food enthusiast, and traveller, who evaluated the final dishes.

Each episode focused on different grilling options, such as seafood, poultry, and vegetarian dishes. The episodes were filled with grilling tips and tricks from the guests. The winner of each episode received Lidl gifts. Additionally, the audience could see the final price of each dish, highlighting that Lidl’s prices are affordable for everyone. All the recipes from the TV show were integrated into a special landing page on the news portal tv3.lt.

Campaign video

Results

Three successful seasons of the TV show Lidl Grill Talents were created, with an average TRP of 2.7. More than 33,000 people watch each episode of the show on the AVOD platform. Most importantly, the client was satisfied with the content and recognizes its unique value.

Even though Lithuanian TV features many cooking shows, this one felt different for viewers because it focused exclusively on grilling – an activity heavily related to the warm season, which usually drives people outdoor. The mood of the show was therefore very warm, positive and all about sharing. The challenge aspect was also crucial, as everyday people had the opportunity to compete against famous Lithuanians and impress with their recipes and dishes. The show contained a lot of humour, as not all dishes turned out as expected, leading to funny fails that allowed viewers to relate to the TV guests.

One key to success of such a show is to reach as many viewers as possible to invite them to participate in the selection process. Casting is crucial because the success of the show depends on finding strong characters who are comfortable preparing food and commenting simultaneously. This is why the TV3 group promoted the opportunity to participate in the selection process across various media channels, including digital, TV, AVOD, and radio heavily, giving Lidl a double visibility: not only during the show but also beforehand during the selection process. As this campaign has been organized for three consecutive seasons, another important aspect is the TV3 group’s integration of modern production tools to make the content more appealing and entertaining for viewers.

This year, the client also decided to continue implementing multiplatform projects on TV3 Group’s channels by introducing a new format show Fresh Ideas with Lidl.