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, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). 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 newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.