Discount grocery retailer Lidl Ireland has introduced a new milk packaging initiative featuring profiles of Ladies Gaelic Football Association (LGFA) players.
The cartons, part of the ‘Get Behind the Fight’ campaign, aim to boost public interest and attendance at LGFA games, including the TG4 All Ireland Championship Finals on 4 August 2024.
The milk cartons will showcase LGFA player profile cards for four athletes: Kerry‘s Síofra O’Shea, Galway’s Nicola Ward, Cavan’s Ally Cahill, and Tipperary’s Aisling Moloney.
Each profile will display the player’s image, statistics, personal information, and their club crest.
Lidl Ireland & Northern Ireland corporate affairs director Eimear O’Sullivan said: “Lidl is committed to levelling the playing field for women’s sport and growing attendances at Ladies Gaelic Football fixtures across the country, especially during this exciting Championship season.
“Our research shows that a lack of familiarity with female athletes is a significant barrier to people attending games. We have phenomenal female athletes competing in the LGFA Championships who deserve our recognition and support.”
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Lidl has chosen milk for this campaign due to its presence on most customers’ breakfast tables.
The promotion will include Lidl’s bestselling Irish Whole Milk, Irish Light Milk, Irish Skimmed Milk, and Irish Protein Milk, which is linked with sports recovery.
The updated designs will be available in all 179 Lidl stores across the Republic of Ireland from 29 July.
O’Sullivan added: “Our milk packaging initiative is an exciting new innovation which complements the work we have been doing this year with the ‘Get Behind the Fight’ campaign as we seek to help the LGFA increase attendance at intercounty fixtures.
“We’ve intentionally selected our bestselling milk products as they’re a fridge staple in millions of households across the country, maximising the visibility of star female players in households every day.”
