Lidl has launched a major private label marketing campaign in Sweden featuring pole vault world record holder Armand Duplantis jumping over a 5.5-metre wall built entirely from Lidl products.
The campaign took place at Sätra Friidrottshall in Stockholm and was designed to promote Lidl’s private label assortment across food, household, and lifestyle categories.
The wall included more than 3,000 Lidl products, ranging from fresh produce to private brands including Vemondo, Crownfield, Alesto, Silvercrest, Parkside, and Crivit.
Lidl said the challenge was created to connect elite sport with the retailer’s broad private label range available across more than 30 countries.
Duplantis needed three attempts to clear the obstacle successfully. The first attempt ended with the wall collapsing, while the second run was stopped before take-off. He cleared the wall on the third attempt.
The campaign was first initiated through Instagram after Duplantis competed at the Diamond League meeting in Shanghai.
Sweden private label campaign highlights Lidl assortment
The campaign also carried a sustainability element. Lidl confirmed that all products used for the wall were donated after the event to Matmissionen, a Stockholm social shop network supporting people facing financial hardship and food insecurity.
The project reflects how supermarket retailers are increasingly using large-scale experiential campaigns to strengthen awareness around private label quality, product range, and brand visibility.
For Lidl, the campaign also reinforced the growing role of Sweden private label retail marketing as supermarkets continue investing in stronger own-brand positioning across European grocery markets.
Editor’s Note: This article is based on information released by Lidl Czech Republic on 1 June 2026 regarding a Sweden private label campaign featuring Armand Duplantis and Lidl own-brand products.
