Food Heroes on Out of Home

Thu 8th February 2018

Lidl’s Goodness Gang teddies have been up for grabs inside 3 JCDecaux bus shelters in Dublin City since the end of January. A bespoke arcade claw machine was installed inside the bus shelters to create a fun and engaging way to promote Lidl’s food heroes.

Pat Pear, Ben Banana, Bob Broccoli, Connor Carrot, Grace Garlic, Adam Aubergine and Sophie Strawberry have been designed to bring healthy eating to life for children and their parents, and are available to collect from Lidl stores until 1st April. Alternatively you can try your luck at one of the bus shelter locations until the campaign ends this weekend!

The innovative outdoor specials were planned as part of a wider Lidl campaign by Source OOH and Mediaworks, creative was by Trumpit and Eclipse Media produced and installed the special.

Pat Cassidy, Digital, Innovation and Experiential Manager at PML Group said “to launch the new Lidl Goodness Gang range of collectable plush toys we needed to create something special.  We wanted the public to get to know the characters in an interesting and engaging way so we created a giant fully functioning claw machine inside three key Dublin Bus shelters. The specials were an instant hit with the public, they surprised commuters and brightened up their waiting time. This is the first time this type of special has been undertaken in this market and it has encouraged players to complete their collection by visiting their local Lidl stores”.

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