7 questions à Nicolas Calo, Responsable Communication Lidl France

Lidl s’implique dans le handball français et souhaite se placer comme partenaire majeur de ce sport en France. Aujourd’hui, l’enseigne a annoncé le recrutement de Nikola Karabatic comme ambassadeur qui apparaitra dans une publicité TV dédiée à la marque Envia. Nicolas Calo, Responsable Communication de Lidl, a accepté de répondre à nos questions au sujet de la stratégie de l’enseigne autour du handball.

Pouvez-vous nous présenter l’enseigne Lidl ?

Lidl est une enseigne qui est présente en France depuis 1989, nous sommes un supermarché de proximité avec plus de 1 500 magasins sur l’ensemble du territoire, nous avons 25 directions régionales qui permettent de livrer chaque jour des produits pour que les clients puissent les acheter. Depuis 2012, nous avons lancé un grand changement de stratégie en annonçant que l’on sortait du hard-discount pour devenir une enseigne de proximité. Depuis 4 ans, nous travaillons à tous les niveaux de l’entreprise pour montrer ce changement d’orientation.

Pouvez-vous nous présenter vos différents partenariats autour du handball ?

Nous sommes présents uniquement dans le handball, c’est un choix stratégique de notre part. Nous sommes partenaires de la Fédération Française de Handball avec notamment la mise en avant sur le maillot de l’équipe de France masculine et féminine de nos marques Envia (produits laitiers) et Saguaro (eau). Il y a également la Ligue Nationale de Handball avec qui on avait commencé avant la FFHB, nous avons débuté en tant que partenaire officiel et aujourd’hui nous avons le naming Lidl Starligue. Ce sont 2 partenariats complémentaires, on a choisi le handball car ce sport a des valeurs communes avec Lidl, l’esprit d’équipe, la cohésion, le dépassement de soi, et le maillage territorial et la proximité des clubs professionnels et amateurs sont importants, ils sont présents sur l’ensemble du territoire comme nos magasins. Chacune des directions régionales peut devenir supportrice d’un club de la Lidl Starligue ou de la Pro Ligue.


Pensez-vous aux Championnats du Monde de handball qui auront lieu en France en janvier ?

En ce moment, c’est dans les tuyaux…

Quel est l’intérêt pour Lidl d’investir dans le sponsoring ? Quels sont les objectifs ?

Nous avons vraiment un intérêt pour le handball, en plus c’est un sport accessible à tout le monde. En 2012, nous avons invité Claude Onesta sur scène pour parler de son expérience de manager et pour faire passer certains messages à nos équipes et tout a commencé de là. Le handball est accessible avec des valeurs positives et en termes d’image c’est important. Notre volonté était aussi de rayonner sur l’ensemble du territoire et nos partenariats permettent cela. Nous voulons montrer la panoplie Lidl. Nous sommes dans une relation gagnant/gagnant avec la Ligue et la Fédération.


Photo issue du tournage de la future publicité TV Envia

Quelle est votre stratégie de communication autour de vos différents partenariats dans l’univers du handball ?

Il y a bien entendu de la visibilité, sticker terrain, rond central en Lidl Starligue, panneaux led, panneaux d’interview, etc mais nous ne voulions pas signer un chèque en blanc. Nous avons voulu aller plus loin. Nous proposons une fanzone sur chacun des matchs de la Lidl Starligue et de l’équipe de France. Nous avons construit un kit fanzone que nous avons envoyé aux clubs pour qu’il y ait une présence de l’enseigne à chaque rencontre ainsi que des animations. Nous avons un volet RH dans notre stratégie, nous avons par exemple, accueilli l’ancien gardien de Nancy dans nos effectifs en tant que responsable magasin. Nous avons aussi mis un media online qui s’appelle « madeinhand » où l’on regroupe l’ensemble des actualités LNH et FFHB avec différentes rubriques à destination des pros et des clubs amateurs pour leur proposer des activations. Nous pouvons ainsi faire du ciblage précis pour aller toucher les gens là où ils sont.

Trophée des champions de la Ligue Nationale de Handball au Vendéspace,  à Mouilleron-le-Captif, La Roche-sur-Yon, le 17 septembre 2016

Que représente le budget sponsoring au sein du budget dédié à la communication ?

Je ne répondrai pas à cette question.

Quels sont les projets à venir pour Lidl autour du handball ?

Le handball, c’est 365 jours par an chez Lidl !


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2 Rétroliens / Pings

  1. Lidl, star du hand et du Mondial 2017… | Com'On Events
  2. L’équipe de France de handball se dévoile dans une web série

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