Lidl Private Brand In the Movies

Discount grocer Lidl’s Italian stores Lidl Italia recently participated in an innovative partnership with Wildside and Warner Bros Entertainment Italia on the movie Poveri ma Ricchi (Poor but Rich), which debuted in theaters December 15th.

The partnership gives Lidl and its private brands a significant in film presence which includes scenes in Lidl stores. The story takes place in the store, surrounded by Lidl private brand where the daughter of the fictional Tucci family, played by Federica Lucaferri, works in a Lidl supermarket. Directed by Fausto Brizzi, the movie also features famed Italian actors Enrico Brignano and Christian De Sica.

“Lidl has chosen to fit in the comedy ‘Poor but rich’ to approach more and more Italians,” said Marcello Candelori, for Lidl, “with a form of entertainment that reflects some important values: consistent and integrated into the development of the action film. With this project we hope to be closer to people, especially at this festive moment.”


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Christopher Durham
Christopher Durham is the President of My Private Brand and the Co-founder of The Vertex Awards. He is a strategist, author, and consultant who has worked with Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro, Lowe’s, Food Lion, Hannaford and more building private brands. Durham has published five definitive books on private brands including his first book Fifty2: The My Private Brand Project. In 2017, he will debut his latest book Vanguard: Vintage Originals a look at innovation and disruption in private brand going back to the mid-1800’s. Durham lives in Charlotte, NC with his wife Laraine and two daughters Olivia and Sarah.