Dutch retailer’s ‘Lidl Mini Farms’ campaign offers six collectable growing kits featuring varieties such as cress, kale, and pak choi
Lidl Netherlands has launched a new scheme that encourages children to grow their own microgreens at home, as it looks to build greater awareness of fresh vegetables and their journey from farm to plate.
From 31 August until 11 October, Lidl Tuintjes (Lidl Mini Farms) initiative gives parents and kids the opportunity to collect six different growing kits, each one featuring a type of vegetable or herb and representing a stage in the fresh produce supply chain.
Varieties include cress, radish, basil, kale, pak choi, and beetroot, and each pack is accompanied by cartoon characters that take children through growing, harvesting, transport, retail, and consumption.
According to Lidl, the initiative is designed to encourage children to become more interested in vegetables by involving them directly in the growing process.
By planting and harvesting the microgreens themselves, the retailer says children can better understand how fresh produce us grown and where their food comes from.
”You simply cannot start early enough when it comes to getting children excited about fruit and vegetables,” said Stephanie Both, chief marketing officer at Lidl Netherlands. ”As a mother of three young children, I see every day how curious they are about where something comes from and how it is made. With Lidl Tuintjes, we make healthy eating a fun and educational adventure.”
Customers receive one loyalty stamp for every €10 spent in Lidl stores during the campaign, and then exchange a completed card for a growing kit of their choice.
The promotion is supported by a nationwide television, radio, outdoor, online and social media campaign, as well as activities across Lidl’s own channels and in stores.
“It gives children an enormous sense of pride when they can sprinkle their own home-grown microgreens, such as radish or cress, over their food,” Both added. “As the best supermarket for fruit and vegetables, we see it as our task to make a healthy lifestyle easy, fun and affordable for every family.”
