Wigald Boning for Lidl

Spark negotiated an endorsement deal with Wigald Boning on behalf of Lidl Germany.

Wigald Boning is the ideal person to communicate the topic of ‘conscious nutrition’ to Lidl’s consumer base. He approaches the topic with curiosity rather than reservations and embodies enjoyment rather than deprivation. Wigald is a well known TV personality in Germany and known to a very wide audience. With great charm, he breaks down even complex topics directly into easy to understand language.

“Personally, I’m interested in nutrition primarily from two perspectives. What taste gives me maximum well-being? And how can I support my athletic goals through nutrition—in other words, what can I eat to stay fit? At Lidl, I find all the ingredients I need for this ideal scenario at pleasingly reasonable prices, and as the grandson of a passionate grocer, it’s a pleasure for me to guide discerning consumers through the product range,” says Wigald Boning.

The campaign runs throughout the summer and focuses on specific product categories for conscious eating: In addition to the vegan variety of the Vemondo brand and organic and Bioland products, whole grain products and local legumes such as peas, lentils, and beans are also highlighted as smart protein sources for everyday life. For Lidl, a holistic, conscious product range includes not only promoting plant-based diversity but also the continuous development of its animal-based segment. Therefore, the food retailer rounds off its key themes with a clear commitment to local agriculture and to reliable, higher animal welfare standards on its shelves. The aim is to offer customers the right and responsible products for every conscious dietary preference.

Spark negotiated the endorsement fee and the contract.