Lidl’s kitchen and household brand has a new look

The SILVERCREST brand represents the world of kitchen and household products, which is one of six newly defined private label product categories at Lidl, each of which is characterized by a strong, defining brand. This allows the company to create a transparent structure in its non-food offering, thus helping customers to navigate between products more easily.

The SILVERCREST portfolio combines user-friendly design with efficient performance, providing reliable support for precise kitchen and household tasks. With its wide range, SILVERCREST is already Europe’s number one brand in the kitchen and household appliance market*. The SILVERCREST Monsieur Cuisine has become one of the most popular products in recent years, becoming a favorite among customers as a stylish and smart multi-function cooking machine. The brand focuses on ease of use, reliable quality and excellent value for money.

As a partner of the SILVERCREST brand, Andre Agassi knows exactly how important precision and intuition are, both on the tennis court and in everyday life. A balanced diet also plays an important role in the life of the former professional athlete and passionate hobby chef. As a family man, he looks for kitchen appliances that are efficient and easy to use, so he can try new recipes with his children and friends, while also incorporating a healthy lifestyle into his everyday life. His passion for conscious living and modern technology makes him the perfect SILVERCREST brand ambassador.

The campaign offers a humorous insight into everyday household life. The SILVERCREST products are presented from the perspective of Andre Agassi and Stefanie Graf’s two pets. The animals’ “inner monologues” create an entertaining dialogue between the dog and the cat as Agassi cooks, irons or cleans. While the dog follows his every move like an enthusiastic fan, the cat comments on the events with ironic, slightly superior remarks.

The campaign video can be viewed here.

“Throughout my life – both on and off the pitch – I have learned that success depends to a large extent on the right support team. This is exactly what SILVERCREST provides me with in my everyday life: thanks to intelligent technology and ease of use, I can easily prepare a healthy breakfast for my family, while also managing my household chores. Working with SILVERCREST is the perfect choice for me, as the brand focuses on areas where modern technology makes a real difference. Life is often full of challenges, but SILVERCREST helps, leaving more time for the things that really matter, such as for time spent with loved ones”

– said Andre Agassi.

Lidl’s goal with the SILVERCREST brand is to make technological solutions that make everyday life easier accessible to everyone. The products are easy to use thanks to their clear handling, while also standing out with their strong performance. The campaign focuses on the most important products in the current range, including a convection oven, special kitchen utensils, a steam ironing system and a cordless vacuum cleaner.

Jens Thiemer, Chief Customer Officer at Lidl International, highlighted:

 “Our goal is to develop our own brands to such a strong level that they are the number one representatives of quality and reliability in their respective areas. After PARKSIDE and CRIVIT, SILVERCREST is next: we want to make high-quality, intuitive kitchen and household technology more accessible. Whether it is a shared kitchen in an apartment or a first-time home, with our SILVERCREST products we are there where people need us. This makes simple, carefree everyday life and a conscious lifestyle accessible to everyone. The fact that Andre Agassi, a deservedly famous former top athlete, passionate amateur chef and gastronomy enthusiast, has decided to cooperate with SILVERCREST is a recognition of our high-quality and user-friendly technology.”

“SILVERCREST is developing into an independent brand in Hungary, making high-performance and easy-to-use kitchen and household technology available.