Stefanie Graf becomes brand ambassador for Lidl’s sports brand Crivit.
The discounter is launching an international campaign with the former professional tennis player in over 30 countries under the motto “Find Your Move,” Lidl announced on Wednesday. To kick off the partnership, the company is relying on a 360-degree brand campaign with a comprehensive marketing and omnichannel approach.
According to the company, Crivit and Graf share the belief that an active lifestyle comes from joy in life rather than pressure to perform. The brand positions itself in the entry-level price segment with a wide range of sports clothing and equipment and is aimed at different age and activity groups. The current campaign focuses on, among other things, camping and outdoors, cycling, fitness, running as well as fun and team sports.
“For me, exercise is much more than just training or performance – it is a piece of quality of life and joy of life that I would like to pass on to as many people as possible,” explained Stefanie Graf. Crivit offers “excellent quality at the best price” so that everyone has the chance to try out sports.
With Crivit, Lidl says it is pursuing a strategy of building strong own brands in defined need categories. “With the launch of the Crivit brand, we are continuing our strategy of building strong and convincing anchor brands in defined need categories,” said Jens Thiemer, Chief Customer Officer at Lidl International. After Parkside in the hardware store and garden sector, Lidl is now opening up the sports, leisure and exercise category.
The omnichannel campaign starts on February 14th.
This post was written with the help of artificial intelligence.
