Lidl invests €50,000 into shopper discounts for LGFA campaign
The 'Get Behind the Fight' campaign offers attendees up to €20 off their next Lidl shop for posting on-field action from knock-out games on TikTok
Print5 July 2024
Lidl is enticing Ireland’s three million TikTokers to ‘Get Behind the Fight’ and attend the knock-out stages of the 2024 TG4 All Ireland LGFA Championships by offering them serious discounts at the till if they post video clips of on-field action from Championship deciders.
Pledging an investment of €50,000 into shopper discounts, attendees who post on-field action on TikTok from any of the knock-out games across the Senior, Intermediate and Junior Championships and tag @LidlIreland on TikTok using #LidlShootToSave, can earn a discount of up to €20 on their next shop through their Lidl Plus app.
Get Behind the Fight
Lidl launched the ‘Get Behind the Fight’ campaign earlier this year to help increase attendance at Ladies Gaelic Football fixtures.
New research unveiled by the retailer found that 59% of Irish people have never attended a live women’s sporting event despite three quarters (74%) of the public thinking it is a shame that people don’t attend.
Comparatively, just more than a quarter (29%) of Irish people said they have never attended a live men’s event.
Additionally, 42% of Irish people who are interested in attending female sports events seek out information on fixtures through social media, whilst 36% rely on friends and family.
The campaign seeks to create a new connection between LGFA and the Irish public, whilst continuing to demonstrate Lidl’s serious support for female athletes.
Key audiences
The latest figures show that more than three million people in Ireland are using TikTok and a large proportion of them are female or aged under 35.
“This is a key audience for Ladies Gaelic Football, and we hope to encourage them to attend fixtures and share footage of the incredible female athletes competing in the TG4 All Ireland Championships,” said Eimear O’Sullivan, corporate affairs director, Lidl Ireland & Northern Ireland.
“The discounts which range from €5 to €20 will provide a strong incentive for people to attend, promote and celebrate the achievements of our Ladies Gaelic footballers in the crunch Championship Fixtures.”
The campaign has been backed by a number of sporting heroes and social influencers, including Gaelic football analyst and former Derry player Joe Brolly and personal trainer and influencer Louise Cody.
Strong incentive
“It is great to see this initiative from Lidl Ireland which provides a strong incentive to attend Championship fixtures and promote the quality that is on show on the field,” said Mícheál Naughton, president, LGFA.
Social media is a powerful communications tool and can drive the levels of engagement and visibility of Ladies Gaelic Football to new levels.
Lidl launched the ‘Get Behind the Fight’ campaign earlier in the year just ahead of the Lidl National Football Leagues and have been driving a positive message about growing attendance at LGFA fixtures across the year.
“I am sure that the #LidlShootToSave discount will prove very popular and expose new people to the skill and excitement of the Championships.”
Discount levels
Championship-goers can avail of four different discount levels to redeem against purchases in-store once verified match footage has been posted:
- €5 discount for content with more than 25 likes
- €10 discount for content with more than 50 likes
- €15 discount for content with more than 75 likes
- €20 discount for content with anything over 100 likes
Posts have 24 hours to amass as many likes as possible and once Lidl’s social media team has verified the footage, the poster will receive their discount through the Lidl Plus App.
The TG4 Championship games included in the #LidlShootToSave campaign are:
- Senior All-Ireland Quarterfinals (6/7 July), Semi-Finals (20 July) & Final (4 August, Croke Park)
- Intermediate All-Ireland Semi-finals (14 July) & Final (4 August, Croke Park)
- Junior All-Ireland Semi-finals (14 July) & Final (4 August, Croke Park)
With the current record for attendance at a female sporting event in Ireland at 56,114 supporters for the 2019 TG4 All Ireland Ladies Gaelic Football finals, the #LidlShootToSave campaign aims to smash inequality in sport and fill every seat at every game this Championship season.
Adult tickets typically cost €20, Student and OAP tickets cost €10, U18s cost €5 and U12s can attend for free when accompanied by an adult
Tickets to attend 2024 TG4 LGFA Championship matches are available via the host county boards which can be accessed here.
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