From food retailers to fashion houses, brands are moving beyond their products to offer services and experiences that encourage self-reflection—all in an effort to promote wellness and deepen brand relationships.
Lidl is lending an ear to those who need someone to talk to. The German supermarket chain is hosting a series of pop-up cafés in Ireland encouraging young people to speak openly about mental health issues. The traveling pop-up, called The Bakery, launched in Dublin on August 21, 2018. Alongside the cafés, Lidl offers events designed to promote mental wellbeing such as laughter yoga, meditation and sing-along socials. Proceeds from the events will go to the One Good Adult campaign, run by Jigsaw, the Irish National Centre for Youth Mental Health, which provides mental health support to young people.
“It’s not often that we get to sit down and take a moment in our busy lifestyles,” says The Bakery ambassador Maria Walsh. “Lidl’s pop-up The Bakery provides a safe space to relax with a cup of tea, some tasty treats and to speak about youth mental health or even lend an ear to someone who needs it most.” The activities, she says, are meant to “leave you feeling good inside—all in aid of youth mental health.”