Lidl: How Lidl changed the nation's attitude to Ladies Gaelic Football by calling for Serious Support

Lidl, a value supermarket, confronted the negative attitudes that prevailed around women in sport, which led to it becoming the most recalled sports sponsor in Ireland.

Campaign details

Brand: LidlAgency: Chemistry

Introduction and Background

'My one wish out of the campaign is that people will put their energies into supporting not just our sport but women in sport in general' - Helen O Rourke, CEO of Ladies Gaelic Football.

In 2015, Lidl was experiencing struggles in the battle to win hearts, minds, and purses of the Irish shopper. Purses might appear like a leading term to describe the shopper - it's certainly not a gender-neutral term, but shopping is not a gender-neutral activity; 70% of grocery shopping is done by females; their purchasing...

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