Lidl Germany unveiled a nationwide recruitment campaign on 12 November 2026 featuring six employees from its stores, logistics operations and offices. The campaign runs in Lidl shops, on its careers site and on Instagram and TikTok.

The employees appear in short videos and campaign images. Lidl says all 100,000 colleagues in Germany can also use an optional AI tool to turn a selfie into a campaign poster they can share. The retailer did not disclose a hiring target or say how many vacancies the campaign is intended to fill.

The campaign follows a separate pay announcement on 9 November. From 1 December, Lidl’s minimum starting pay in Germany will rise to €16 gross an hour. Aldi Süd has announced the same €16 floor from the same date, putting two of the biggest German grocery discounters on the same starting rate.

The recruitment push covers more than 3,250 German stores as well as logistics and office roles. For supermarket suppliers in Germany, the distinction matters: the campaign includes the people who receive and move stock as well as those who sell it. Lidl has announced no changes to warehouse delivery windows or supplier arrangements.

With starting pay level with Aldi Süd from December, Lidl is also highlighting benefits such as six weeks’ annual leave and a 5% employee discount. The campaign’s reach is clear. How many people it brings into stores and warehouses remains to be seen.

Editor’s note: Based on Lidl Germany’s campaign announcement of 12 November 2026, Lidl’s pay announcement of 9 November and reporting by Lebensmittel Zeitung on both retailers’ pay changes.