Union Connect, The Union’s promotional marketing agency has brokered a deal to take The Scottish Government’s ‘Take Life On’ campaign into Lidl stores across the country.

The activity features a range of in-store POS, store magazine coverage, a door drop, a promotion with the Daily Record, and events teams visiting 42 key stores in order to engage the public face-to-face.

Through an approach similar to the TV campaign, consumers are being encouraged to make simple switches to healthier choices.

Kyle Hardie, managing director of Union Connect, explained: “We’re highlighting that healthy meals can be inexpensive and just as easy to prepare as the less healthy equivalent. The campaign gives solutions to families looking to take small steps to a healthier lifestyle.”

Hardie continued: “The arrangement with Lidl gives us a terrific opportunity to introduce the ‘Take Life On’ message at the point of purchase. In addition, we’ve timed the below the line campaign to coincide with television and radio advertising, so we’ve maximising the impact of both.