A Lidl Plus campaign in the Netherlands (Europe) ties winter wellbeing to simple rewards: better sleep, steady movement, and food that feels both healthy and fun, with clear discounts and a few fine-print lessons worth knowing.
Key Takeaways
One app, many small nudges
Lidl Plus sits at the center of the message: scan once, collect deals, and keep shopping habits simple instead of strict.
Balance is the point, not perfection
Fruit discounts appear next to chips on purpose, as a reminder that long-term habits often work better with room for treats.
Sleep and movement get the same spotlight
Mattress offers and CRIVIT sportswear discounts frame rest and activity as part of the same routine, especially in the darker weeks of January.
Discounts come with trade-offs
Loyalty apps can bring real savings, but they can also create detailed shopping profiles that shape what offers appear.
Story & Details
The subject, stated plainly
This is about Lidl Plus, Lidl’s loyalty app in the Netherlands (Europe), and how it was used to frame a winter push for better daily habits as of January 9, 2026.
The message opened like a small menu: an online version, offers, recipes, Lidl Plus, and weekly flyers, all under a simple idea in English: you deserve it. The tone stayed upbeat and practical. Sleep better. Move more. Eat well. Keep it enjoyable.
Food first: fruit, then crunch, then protein
Weekend deals leaned into quick wins. Organic mandarins or table oranges were shown with Lidl Plus pricing at €1.69, down from €2.49, with a note that the original price can vary between €2.49 and €2.29. Lychees in a 500 g pack were listed at €1.99 instead of €2.99 with Lidl Plus. Chips were not treated as a guilty secret; Lay’s Bugles or Hamka’s were highlighted at €1.99 with Lidl Plus, framed as “for balance.”
A wider January thread ran through the month: a Lidl Plus promotion of ten percent off sport nutrition for all of January, with exclusions. The details also stressed that well-known branded products can be excluded, and that availability can vary.
The sport nutrition page itself reads like a simple guide for beginners. It points to whey protein powder in vanilla, chocolate, and banana, plus a vegan vanilla option. It names protein bar flavors like pistachio, cappuccino, and cookies and cream, with more flavors in the range, including a vegan hazelnut-nougat style. It also points to meal shakes, protein drinks, and protein puddings, then expands into creatine, pre-workout, fish oil, and isotonic supplements.
It also gives a clear rule-of-thumb style number: a common guideline often used is about 0.8 grams of protein per kilogram of body weight for an average adult, while heavy and frequent training can push that range up toward about 1.2 to 2 grams per kilogram. It keeps the tone grounded by reminding that protein also comes from everyday foods like chicken, fish, eggs, nuts, and legumes, and even vegetables like broccoli and spinach.
Sleep as a product story: toppers, foam, and spring layers
The sleep angle was direct: a poor mattress can turn anyone into a morning hater. A mattress topper was presented as a quick fix with a clear price: a LIVARNO topper, 90 x 200 cm, was shown at €29.99 after a €10 reduction from €39.99, and presented as available, with in-store availability highlighted for January 10 through January 16.
A step up in the same line was the LIVARNO Royal Visco memory foam mattress, shown from €139.00 and presented as available. In plain terms, the idea behind memory foam is pressure relief and contouring, while pocket springs can add support and airflow. In a winter routine, that matters because recovery is not only about workouts; it is also about sleep quality and how the body settles at night.
Movement without drama: CRIVIT deals as a gentle start
The sportswear pitch was simple: start again with the basics. Good shoes. A breathable shirt. Then it is on the shopper to take the next step. With Lidl Plus, a twenty percent discount was promoted for CRIVIT sports clothing for women and men, with winter sports clothing excluded.
Two price examples carried the message. CRIVIT women’s sports shoes were shown at €11.99 after a reduction from €14.99. CRIVIT men’s sports shirts were shown at €5.59 after a reduction from €6.99. The point was not elite performance gear; it was removing friction for a restart.
“Cart full of winners”: social proof through awards
The campaign also used a trophy-style section: a cart full of winners. It named everyday items with a shared claim: they were voted product winners for the 2025–2026 cycle and presented as standout picks for 2026. The examples were practical staples, not luxury goods: dishwasher tablets, ridged chips, and plant-based chicken pieces, presented as consistent low-price options.
A short Dutch mini-lesson, built for real use
Dutch can look short and sharp on the page. The trick is to learn it in full phrases, with a quick meaning first, then a clean breakdown.
Je verdient ’t
Used for: a warm, friendly “you deserve it,” often in ads or encouragement.
Je = you
verdient = deserve, earn
’t = it, a short form of het
Natural variant: Je verdient het
Bekijk de aanbiedingen
Used for: “look at the offers,” common on shopping pages.
Bekijk = look at, view
de = the
aanbiedingen = offers, deals
Natural variant: Bekijk onze aanbiedingen
Droom zacht, elke nacht
Used for: a gentle “sleep well,” with a poetic rhythm.
Droom = dream
zacht = soft, gently
elke = every
nacht = night
Natural variant: Slaap lekker
The fine print lesson: savings and data travel together
Lidl Plus is described as free, but the program terms also describe something many loyalty programs share: the shopper gets discounts and features, and the retailer can build a detailed picture of buying habits to personalize offers. That is not unique to Lidl. It is a known pattern in modern retail, where loyalty programs can transform what businesses know about shoppers and how precisely offers can be targeted.
In practice, this can be helpful: it can make discounts easier to find and use. It can also mean that savings are linked to a growing store of customer data. Knowing that trade-off makes it easier to use a loyalty app with clear eyes.
A small detail also matters for daily use: Lidl Plus offers functions beyond coupons, such as Scan&Go in some contexts, where a phone can be used during shopping. Features like that can make shopping faster, but they also make the phone a central tool in the store experience.
The closing touch: feedback and follow buttons
The message ended with an easy feedback choice in two buttons, positive or negative, and a push to get the Lidl app through the App Store or Google Play. It also listed the brand’s social channels: Facebook, Instagram, YouTube, X, TikTok, and Pinterest, along with the named senders: Lidl Nederland GmbH in the Netherlands (Europe) and Lidl Stiftung & Co. KG in Germany (Europe).
Conclusions
A winter routine, told through discounts
As January 2026 moves forward, the Lidl Plus pitch in the Netherlands (Europe) reads like a compact winter plan: keep fruit in the bowl, keep a treat in reach, move a little, and protect sleep.
The lasting lesson
The strongest takeaway is not any single price. It is the pattern: small, repeated choices become easier when the environment is set up to help, and when the costs and trade-offs of convenience, including data sharing, are understood.
Selected References
Official pages and background reading
[1] https://www.lidl.nl/c/lidl-plus/s10008463
[2] https://www.lidl.nl/c/aanbiedingen/a10008785?srsltid=AfmBOopKtwG2iOkhUhkbGLhYwbYGJDeaxMnxMOj42I-xv7tgHczNMy64
[3] https://www.lidl.nl/c/assortiment-sportvoeding-en-sportsupplementen/a10044139?srsltid=AfmBOoo3Lq0q0J8V99L7x_6kWALzKSC0bZITbhgjsYeFNCzg9Ppu2j3S
[4] https://www.lidl.nl/p/livarno-matras-topper-90-x-200-cm/p100398178?srsltid=AfmBOor2HdG7k4jtaJ-SIUNxWk2uKQxiiAC0BTYsh70ubgZkdHyyWbE2
[5] https://www.lidl.nl/p/livarno-traagschuim-matras-royal-visco/p100380615
[6] https://www.lidl.nl/c/assortiment-bekroond/a10035384?srsltid=AfmBOoqL3VdBvd4RewwHHWJzMeLPPtChjQbKmNV5wM3DmvOc5QeAnuKg
[7] https://play.google.com/store/apps/details?id=com.lidl.eci.lidlplus&hl=en
[8] https://apps.apple.com/gb/app/lidl-plus/id1238611143
[9] https://www.lidl.nl/c/lidl-plus-voorwaarden/s10008198?download=1
[10] https://assets.publishing.service.gov.uk/media/5a7f2a8840f0b6230268dd76/The_commercial_use_of_consumer_data.pdf
[11] https://www.oecd.org/content/dam/oecd/en/publications/reports/2019/11/enhancing-access-to-and-sharing-of-data_070835df/276aaca8-en.pdf
[12] https://www.youtube.com/watch?v=mTTW8RDJUEE
Appendix
A–Z terms
A-brands: A term used in retail for well-known branded products that are not store brands, sometimes excluded from discounts.
App Store: Apple’s official marketplace for downloading iPhone apps.
Click and Collect: A shopping option where items are reserved or bought online and picked up at a chosen location.
Competition and Markets Authority: A public authority in the United Kingdom (Europe) that studies and enforces fair competition and consumer protection.
Coupon: A digital or paper offer that reduces the price when it is applied at checkout.
CRIVIT: A Lidl sports and fitness brand used for clothing and gear.
Customer data: Information about shopping behavior and preferences that can be collected through purchases and app use.
Digital receipt: A record of a purchase stored in an app instead of printed on paper.
GmbH: A German (Europe) company form that is similar to a limited liability company.
Hamka’s: A snack brand referenced in the chips deal.
Healthyfit: A Lidl label used on some sport nutrition products, including protein items.
Lidl: A discount retailer brand active across many countries.
Lidl Plus: Lidl’s loyalty app that offers discounts and features through scanning and digital coupons.
Lidl Stiftung & Co. KG: A Lidl group company structure based in Germany (Europe) that is named in program and corporate materials.
LIVARNO: A Lidl home brand used on sleep-related products like toppers and mattresses.
Memory foam: A foam material designed to contour to the body, often used to reduce pressure points.
Organic: A food label indicating production under organic standards, often linked to farming rules that restrict certain inputs.
Pocket springs: Individual springs in separate fabric pockets, designed to support the body with flexible response and airflow.
Pre-workout: A supplement category often taken before exercise, commonly associated with energy and focus formulas.
Protein: A key nutrient used for body repair and muscle building, found in both everyday foods and supplements.
QR code: A square, scannable code that a phone camera can read to open or confirm information.
Scan&Go: A shopping feature where a phone can be used to scan items during the trip and speed up checkout steps.
Single Sign-On: A login method that lets one account be used across related services without creating separate credentials each time.
Topper: A layer placed on top of a mattress to change comfort and support without replacing the whole mattress.
Vemondo: A Lidl plant-based label, used for meat-free items like plant-based chicken pieces.
W5: A Lidl household label, used on items like dishwasher tablets.
X: The name of a social media platform listed among Lidl’s social channels.
My Diary - Leonardo Cardillo 