Issue link: https://maltatoday.uberflip.com/i/1539881
Lidl launches its first interna- tional brand campaign in 31 Eu- ropean countries under the claim "Lidl. More to Value.". This cam- paign is more than just an adver- tising message - it is a promise and an emotional bridge to our customers. A Promise to People "Lidl. More to Value." is a prom- ise to the millions of people who place their trust in the company every day. Lidl is convinced that everyone should have the right to access high-quality, sustainable and affordable products. This principle of accessibility and affordability is not only at the heart of the brand campaign, which will be live from 21st Sep- tember up until the end of Oc- tober. Instead, "Lidl. More to Value." manifests itself in many facets: in the variety of high-qual- ity own brands, in organic prod- ucts and plant-based alternatives. It is reflected in the daily freshness guaranteed to customers, in the supply of families and neighbour- hoods and in the added value that is created throughout the entire supply chain. More than just price: added value for society The claim goes far beyond the mere promise of value for mon- ey. It is the guiding principle of all company actions. "Lidl. More to Value." means recognizing the true value in life and appreciating what is important to people: safe- ty, reliability and turning dreams into a reality. Our Responsibility and Our Promise for the Future • … to customers: Remaining steadfast in the company's commitment to offer cus- tomers affordable quality every day, delivering great choice, trusted products, and a service and shopping experience that puts people first. • ...to employees: Investing in the company's colleagues' futures, supporting them to meet their professional goals and grow rewarding careers through training, development, and offering opportunities to thrive at every stage. • ...to partners: Building long- term partnerships based on trust and respect, in order to grow together, deliver lasting value, and make a positive impact for commu- nities and customers. • ...to the environment: Working towards a better tomorrow, putting people at the centre of all actions, and protecting the environ- ment, implementing food waste schemes, plastic re- duction and packaging in- novation and committing to recognised welfare labels. In this way, Lidl creates real val- ue for its customers, colleagues and business partners and lays the foundation for a strong, fu- ture-oriented brand with a via- ble promise - for today and to- morrow. "With this integrated cam- paign, we aim to reach more and more people, wherever they may be. We want to get closer to our audience—which includes our employees, cus- tomers, and partners—on an emotional level and with clear messages. This is so they know that with Lidl, they can achieve everything that truly matters to them." explains Owen Micallef, Lidl Malta Director. "Lidl More to Value." Cam- paign The marketing campaign runs from September 21st until the end of October and is based on an inte- grated media strategy that uses all channels. In addition to television commercials, TV spots lasting 60" and 30"will be broadcast on all important television stations. The video tells a story of how what tru- ly matters in life depends on our choices, ambitions, and goals, and Lidl wants to be by everybody's side to help them achieve their objectives. The communication will also be supported by a strong online video strategy on YouTube and in premium-media libraries. In parallel, the campaign will al- so be active on social media with dedicated posts and reels. 7 maltatoday | SUNDAY • 28 SEPTEMBER 2025 COMMERCIAL Farsons reports growth, announces €49m shareholder return, and names next CEO FARSONS today announced a strong set of half-year results alongside two major strategic de- velopments: the appointment of a Chief Executive Designate and the declaration of dividends total- ling €49.1 million. This includes a €46.8 million dividend-in-kind through the establishment and distribution of shares in Quinco Holdings p.l.c., as well as a €2.34 million interim cash dividend equivalent to 6c5 per share. "This year marks an important milestone for the Farsons Group with the successful spin-off of our Food business into Quinco Hold- ings p.l.c.," said Chairman Louis A. Farrugia. "Our strong half-year results, driven by growth across all sectors, reinforce the strength of our strategy. We remain con- fident in our ability to capture further opportunities, both locally and internationally, while contin- uing to create long-term value for our shareholders. Group turnover in the Beverage sector rose 6.5% to €54.8 million, with profit be- fore tax up 11% to €9 million. The Food sector, reported as discon- tinued operations, also delivered solid growth, with turnover up 6.2% and profitability rising 2.5%, reflecting strong demand and op- erational efficiency. The Group's diversified portfo- lio underpinned resilience across all operations, particularly in beverage manufacturing. Inter- national expansion remains a pri- ority, with the Group growing its presence in Ghana and Australia, while export revenues for flagship brands Kinnie and Cisk continue to show strong potential. Norman Aquilina, CEO, said: "These results highlight our abil- ity to adapt, innovate, and create value in a competitive market. With a strong brand portfolio and growing international presence, we are well positioned for future growth and long-term sharehold- er value. We are encouraged by the solid growth in both our bev- erage and food segments and look forward to further accelerated growth in the food business in the years ahead." Over the years, the Group has evolved from its core bever- age operations into a diversified organisation with interests in property and food. Following the successful spin-off of Trident Estates p.l.c. in 2018, the Food Business has consistently deliv- ered strong revenue and profit growth. A strategic review by the Board concluded that a separate listing would best support its con- tinued expansion. Shareholders endorsed this plan at the Annual General Meeting on 26 June 2025, approving the spin-off and list- ing of Quinco Holdings p.l.c. on the Malta Stock Exchange. With regulatory approval now secured, the Board has approved the dis- tribution of the Group's shares in Quinco Holdings p.l.c. to in- dividual shareholders through a dividend in kind of €46.8 million, equivalent to €1.30 per share to the registered shareholders of Si- monds Farsons Cisk p.l.c. on the 30 September 2025. Commenting on the milestone, Chairman Louis A. Farrugia said: "The Board has made an im- portant strategic decision in ap- proving the spin-off of our Food Business. As a separately listed company with a dedicated Board of Directors, we believe the busi- ness is well positioned to grow into a significant operation, de- livering value to all stakeholders. This project, including the devel- opment of a state-of-the-art €20 million purpose-built logistics centre, has been carefully planned over the past three years, with considerable effort invested to ensure its success." The Board of Directors of Far- sons today announced key lead- ership appointments as part of its ongoing succession planning and strategic growth initiatives. Mi- chael Farrugia has been appoint- ed Chief Executive Designate, effective 1 October 2025. Having joined the Company in 2006, Mi- chael currently serves as Deputy Chief Executive of the Beverage Business and will assume the role of Chief Executive Officer of Far- sons on 1 July 2026. The Board also confirmed that Norman Aquilina, who has served as CEO of Farsons since 2010 and whose term concludes on 30 June 2026, will continue to lead the newly listed entity, Quinco Hold- ings p.l.c., as its Executive Chair- man. With his years of experience in the business and proven track record of success in driving the Farsons Group, Norman's lead- ership will provide stability and strategic focus for the newly listed Food Business. Commenting on his appoint- ment, Michael Farrugia said: "It is an honour to be entrusted with this new role. Building on our proud heritage, I look forward to the chapter ahead as we continue to strengthen our brands at home, invest in operational and custom- er excellence while accelerating international expansion." LIDL launches international campaign 'LIDL. More to Value'