Lidl has made the leap to the territory of the audio with the launch of “Los Fresco de Lidl”, his first podcast of his own. With a informative and casual approach, space seeks to promote a healthy and active lifestyle from an entertaining and accessible perspective for all audiences. The program is conducted by the actress and humorist Sílvia April, nutrition expert Pablo Ojeda and the creator of Kikillo content who, along twelve episodes, will address key issues on health, food and well -being habits.

With a biweekly and available periodicity on both YouTube and Spotify, each delivery will have a special guest of the sport or food. The first episode, entitled “Myths of Sports”, premiered on October 5 with the participation of coach Cesc Escolà.

The podcast structure is articulated in three blocks. In the first, Kikillo acts as a reporter interviewing Lidl customers in the store’s own halls, collecting real impressions about their purchase and food habits. In the second block, conducted by Sílvia April and Pablo Ojeda from the set, the guests share experiences and knowledge. Finally, Kikillo closes each episode from the supermarket boxes.

“I take care of my diet and I recognize that sometimes I am even a bit heavy with the people around me insisting them that they take care of yours”Sylvia April says. “Hopefully this podcast supposes a turning point for many people. We are what we eat and, if we want to be healthy people, we will have to take sides.”

For its part, Pablo Ojeda highlights the potential of the format to reach a broad audience: “This project with Lidl is very excited because it allows us to talk about food and health from a nearby place. It is a very beautiful opportunity to share useful knowledge and enjoy conversation with great colleagues.”

Kikillo, from his role as a scanning of the program, highlights the value of direct interaction with customers: “There is no script, but real and sincere conversation. I love being able to generate this type of natural content, where the everyday and the authentic of people becomes the conductive thread.”

The initiative is part of the Lidl strategy for positioning itself as an active agent in promoting healthy lifestyles.
In line with this commitment, it has reformulated 10% of its own brand assortment, reducing up to 425 tons per year of sugar and salt. In addition, the chain has proposed that, by 2030, at least 20% of its products with cereals are made with whole grains.