Promotional events at leading Dutch music gatherings aim to communicate enjoyment aspect of fresh fruit and veg
Lidl wants young festival-goers in the Netherlands to see fruit and vegetables not only as healthy but also as a “fun and energetic” addition to their lives.
With that in mind, the retailer has organised a new event called Drop de Biet (‘Drop the Beet’), which will promote the power of fresh produce at two of the country’s top summer music festivals – Best Kept Secret and Pinkpop.
The event includes a mini rave, where people can go wild to music for 15 minutes, surrounded by flying veg and a gigantic beetroot above their heads. When people shake the floor to raise the level high enough on a special shake-o-meter, the beetroot drops, music blasts, and inflatable vegetables fly through the air.
Afterwards, everyone gets a fresh vitamin shot to help restore their levels.
“With Drop de Biet we show that Lidl looks beyond the stores,” says Cato Sampers, marketing manager Lidl Netherlands. “We want to bring brand experience where people don’t expect it, in a way that suits us: accessible, fun and impactful.”
The event was developed in collaboration with Amsterdam agency Buutvrij for Life. “Lidl dares to surprise,” says co-founder Reuben Alexander. “And that gives us the space to develop concepts that not only attract attention, but also make a brand idea tangible. Drop de Biet is a perfect example of that: playful, daring and full of energy.”
Lidl was recently named as best supermarket for fruit and vegetables in the Netherlands for the eleventh time.
