Lidl and the biggest electronic dance music festival, Tomorrowland, are entering into a long-term strategic partnership. Together, the two brands aim to bring people together through music, culture and shared experiences.
The partnership includes various formats and events across the Tomorrowland universe, including Tomorrowland in Belgium and Tomorrowland Winter in France.
The collaboration will officially kick off at the upcoming event (July 17-19, 24-26), where Lidl will provide Tomorrowland festival visitors in Boom, Belgium, with a Lidl pop-up store and its own Lidl bakery, while also offering fresh fruit at specially designated fresh food stations. In addition, non-festival-goers will also benefit from exclusive Tomorrowland content in the Lidl Plus app.
Tomorrowland is one of the world’s best-known and highest reaching music festivals, attracting hundreds of thousands of visitors from numerous countries every year.
The collaboration underlines Lidl’s ambition to reach people with fresh food, practical solutions and a diverse product offering both in everyday life and around special events and shared moments.
At the same time, the partnership reflects the shared ambition to make quality and fresh food accessible and affordable for as many people as possible.
Robin Ruschke, head of marketing at Lidl Stiftung & Co. KG, said: “Tomorrowland brings people from different countries and cultures together. It is precisely this sense of belonging, passion and positive energy that makes this partnership so exciting for us. As a reliable partner, we play an active role in creating unforgettable moments that inspire people – whether during the festivals or through exclusive content via the Lidl Plus app.”
Bjorn Declerck, International Head of Partnerships Tomorrowland, added: “Tomorrowland is built on connection, positivity and creating unforgettable moments together. We are excited to partner with Lidl, a brand that has evolved far beyond traditional retail and continues to surprise people with vibrant ideas while convincing with quality and freshness. Together, we want to make it easier for festivalgoers to enjoy every moment of their experience: from sharing meals and discovering new products to taking care of themselves throughout the festival journey.”
Lidl’s collaboration with Tomorrowland is initially planned for five festival seasons.
