The product integration of Lidl in "The Farm" 7 was a natural continuation of our long-standing partnership with the brand.

The content of the productions suggests that the participants take on the role of real farmers who are able to build their own working farm and provide basic raw materials for their daily nutrition. Many of these people have a completely different lifestyle in their real lives, which makes their mission much more challenging for themselves. In these conditions, the presence of Lidl stood out not only as a communication, but also created a very positive attitude among the participants themselves, because through this product integration they had the opportunity to procure raw materials that they could not provide themselves.

Lidl's presence was developed in two main lines, part of the format elements.

The first was through a special provisions quiz that took place once every week. It traditionally included questions from Bulgarian history and culture. The mechanics of the quiz itself were such that answering a certain number of questions correctly allowed participants to win provisions from Lidl, respectively in different food categories - from basic produce, fresh fruit and vegetables to luxury, gourmet goods. The presence itself was realized through visualization, mention and the subsequent use of products offered by Lidl. On the day of the week specified for the quiz, the participants, together with one of the two presenters, stood in front of the Lidl stand, which had been pre-made for the purpose of the integration, loaded with all the necessary products by category. At the end of the quiz itself, based on the number of correct answers, the farmers had the opportunity to take home between one and three crates full of provisions to make their daily lives easier in terms of one of the most important elements - sustenance.

Along with the grocery quiz, Lidl was also present in one of the most spectacular and important stages of the format - the weekly duels. At the end of each week, as a rule after a duel, one of the farmers leaves the format for good, and the winner receives the title Farmer of the Week. We see Lidl's presence in this segment of the format as a compliment to the participant who wins the duel, as they receive a special basket with selected products from Lidl's own brands in the luxury categories.

In the digital environment, Lidl was presented through the 360-degree LIVE Stream on "The Farm" finale.

Through a special 3D cut-in, in the only three-dimensional advertising format for the Bulgarian digital space, Lidl received a full presentation during the entire finale of the show.

The client's communication for the entire period of "The Farm" was reinforced in a digital environment with branding of the show site and half page, one of the formats with the highest CTRs in the bWeb portfolio.

As a result of the mutual efforts and established trust, we carried out successfully the product integration, aiming at showing the diversity of choice in the products offered by Lidl.

Client: LIDL

Agency: PHD

Campaign period: 11.09 – 17.12.2021

Format: Farm 7