Public Relations
Integrated Communication
Design
Public Affairs
Internal Communications
Public Relations
As the main partner of UEFA EURO 2024, Lidl organized a special children's selection event in Lithuania to form the Lidl Kids Team. These children were given the unique chance to escort players into the field during the championship. To introduce this oportunity, we held a lively media event at the "Sportima" indoor football arena, focused on families and children. Unlike a typical press event, we also invited young players from the "Baltic Football Academy" and well-known Lithuanian football stars, including national team coach Edgaras Jankauskas and long-time player Saulius Mikoliūnas.
Goals
- The main goal was to spread awareness about Lidl Kids Team selection through media, social media, and the football community, encouraging families to sign up their kids. The event also aimed to boost interest in football by giving children a way to feel part of the sports community. This event not only strengthened Lidl image as a community-focused and not traditional brand but also promoted a healthy lifestyle, presenting football and freshness as examples of a healthy, active way of life.
Implementation
The event had two parts: a formal presentation and fun activities. In the first part, Lidl representatives shared the rules and highlighted why this selection is an important opportunity. The second part featured friendly matches between kids and professional players, with well-known host Vytaras Radzevičius playing as a commentator. All participants wore Lidl-colored sportswear, and healthy snacks were served to promote Lidl’s role as the freshness partner in the championship and its mission to actively promote healthy eating with fresh, nutritious products.
Results
The Lidl Kids Team selection gained a lot of attention, and 11 chosen kids with their parents had the opportunity to travel to Germany and escort players at the UEFA EURO 2024 quarterfinals in Berlin. By choosing an entertaining event instead of a typical press conference, we attracted media and audiences who don’t usually focus on sports. This event not only increased the project’s visibility but also promoted football as a positive, healthy activity.