Kaufland is bringing Lidl’s previously known non-food own brands – including the clothing brand Esmara – permanently into its range and is accompanying the integration with a large-scale international campaign.
After products from the kitchen appliance specialist Silvercrest and the sports brand Crivit have already moved into Kaufland branches in recent weeks, Livarno (living & furnishings), Esmara (clothing) and Lupilu (baby & children) are now successively following, Kaufland announced on Monday. The new own brands are gradually replacing the previous Kaufland lines such as Oyanda, Liv&Bo and Kuniboo; The change will take place in all countries in which Kaufland is represented.
At the center of the 360-degree campaign is a tongue-in-cheek spot: a cowboy sees a red Kaufland K on the horizon as a smoke signal, his cry “You’re here!” spreads like wildfire – causing people to drop everything and rush to the next branch.
“With the strong non-food brands, we are creating an even more attractive shopping experience for our customers with more selection and quality at the usual attractive Kaufland price,” says Michael Lüttgen, member of the customer management team at Kaufland. “Our new spot uses a wink to spread the word about the new selection of brands and products in record time.”
In the future, the items will be presented in the branches on their own structures with clear signage and color coding. With this step, Kaufland is relying on own brands that are established across Europe and is thus continuing the success of the DIY brand Parkside, which, according to the company, has recorded high demand since its launch in 2023.
The brand integration is made possible by the shared umbrella company. Both the hypermarket chain Kaufland and the discounter Lidl belong to the trading company Schwarz Group based in Neckarsulm.
This post was created using AI.