Retailer Lidl has renewed its branded content partnership with the Packed.House-owned website FamilyFriendlyHQ.ie for a second year in a row.
Brokered by Mediaworks, the omni-channel media partnership will focus on the creation of content that will support , Lidl’s award-winning baby range.
Last year Packed.House and Lidl Ireland worked to create a video, audio and text-based content across the website, including the Motherboard podcast which, at one stage, topped the iTunes charts. The partnership also involved live events around the country in addition to in-story coupon integration.
Research carried out by Packed.House in November 2018 shows that Motherboard listeners were 36% more likely than average site readers, to have purchased Lupilu products.
According to Amy O’Flaherty, Client Strategy Director, Packed.House: ‘We are delighted to partner with Lidl Ireland for a second year. We are incredibly proud of the loyal audience we have built with the Motherboard podcast and seeing success in our creative strategy and unique distribution. We look forward to building on the success of series 1 and continuing to provide useful, well informed content for Irish mums in formats that blend with their busy lives.”
Sian Gray, Head of Marketing at Lidl Ireland, adds: “Lupilu is our baby range offering all the essentials to follow you and your little one through the early years, including nappies in a range of sizes, nutritious meals, snacks and purées to nourish them as they grow older.
We are delighted to have our award winning Lupilu brand sponsor “Motherboard”, a fantastic podcast by Packed.House which gives an honest perspective on Motherhood. Created by mothers for mothers, we will be chatting about the good days and the bad days and everything in-between, something that our customers can relate to through parenthood. We look forward to working with Packed.House to bring this sponsorship to life through audience engagement and special in-store discounts for listeners.”