Socks, sneakers, high heels and a digital wrist watch. Over the last few years, Lidl has launched a series of products designed for fans of the brand. Articles all of them based on its corporate identity and aimed at consolidating its community, and to which is now added a customizable shopping cart. And to collect them he has created the La Molería brand.

To communicate both initiatives, the supermarket chain has launched an advertising campaign, designed together with the Cuinlab creative agency. The digital spot shows the trial of a young man accused of not being cool for using a shopping cart, but he defends himself with a song of urban rhythms with which he demonstrates that, precisely thanks to Lidl’s new cart, shopping is a “cool” experience.

The La Molería brand, which already has a dedicated space on the Lild website, collects the iconic products that the company has managed to turn into a trend. Thus, users can purchase Lidl Heels, Christmas “ugly sweaters” or the Lidl Hype festival collection; and also includes items such as the Lidl blanket or a decorative solar lamp.

“Lidl has managed to forge a unique bond with its customers thanks to the originality and quality of its launches, creating a phenomenon that goes beyond a routine purchase in the supermarket.”, Lidl transfers in a statement. “The La Molería concept brings together the company’s most iconic products, which due to their design, their virality or their ability to always become customer favorites, have already earned a place on the podium of Lidl’s coolest products. ”.

The Lidl cart

Following in the wake of previous launches, the company has launched a shopping cart manufactured in collaboration with the brand Roller. It is customizable thanks to the 18 stickersbased on Lidl’s identity, which includes to decorate it. As the brand details, it is made of aluminum, has 2 wheels and has a chassis with a folding lower base so it can be stored in small spaces, as well as an ergonomic handle and front support. Allows a maximum load of 40 kilograms.

According to the supermarket chain, the cart will help consumers plan and transport their weekly shopping more comfortably, while promoting care for the environment by avoid using plastic bags.

The cart has been launched under the “A product from La Molería de Lidl” concept and is available starting this Monday, November 11, in the more than 680 Lidl stores in Spain and on its website for only 19.99 euros. It can be purchased with an additional discount of €5 euros using the Lidl Plus application.

With this initiative, Lidl once again demonstrates its desire to connect with consumers in a unique way, through a strategy that turns everyday objects into vehicles of brand, community and experience.

Technical sheet

• Campaign: The Lidl cart
• Advertiser: Lidl Spain
• Creative agency: Cuinlab
  • Creative Director: Javi Orovio
  • Account team: Marta Navarro, Daniel Conde and Gerard Bou.
  • Creative team: Gonzalo Bagnasco, Javier Fernández, Xavi Bernabé, Laura Bellido, Adrià Segurana, Marc Fernández, Miguel de Llobet, Andrés Ibañez, Albert Terré and Francia Dykstra.
  • Strategy team: Marc Sanz and Javi Orovio.