Lidl And Chef Shishkov In “The Farm”
Reaching beyond the farmer’s markets
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Despite the controversial times, the last season of The Farm experienced a boost of partnership projects. Together with our partners we developed The Farm as a brand integration platform living up to its high positioning in terms of audience performance. The TV activation also fully corresponded and gave an image boost to Lidl’s offline farmer market events.
For the first time in Bulgarian media we executed a project with the long-term participation of the brand ambassador of our client in key program of the media. Together with the recurring sponsor of the format Lidl we gave a role to the popular Tanio Shishkov who visited the farm location twice a week. He would offer the wide variety of Lidl’s private label assortment carefully arranged in the cart branded with the private Rodna Stryaha and Lidl.
Sometimes the market visits to The Farm would feature a special challenge given by the Tanio Shishkov. For example, contestants would win a box of products, if they would guess a question about the products posed by Tanio Shishkov. Another time, the host Andrey would join the blind test challenge in which he would have to guess the product he tastes while being blindfolded.
By tradition the farmers would also be aided by the reliable set of instruments of Parkside in their endeavour to build Andrey’s dream farm and give him the opportunity to grow the extint Karakachan sheep breed. The campaign was continued in digital environment by a sponsorship of the digital extension and presence with 3D cut-in at the fantastic 360-degree grand finale of the show.
CLIENT: LIDL BULGARIA
BRAND: РОДНА СТРЯХА, PARKSIDE
SEASON: FALL 2020
CHANNELS: bTV, bWEB
AGENCY: PHD
