In a new European campaign for Lidl‘s DIY private brand Parkside, German-American actor Ralf Möller appears alongside trusted ambassador Arnold Schwarzenegger.
“Europe’s best-selling DIY brand”
After Lidl hired American actor and politician Arnold Schwarzenegger as the face of its DIY brand Parkside in 2023, the German discounter is now going one step further by featuring his colleague Ralf Möller (known for Cyborg, Gladiator and The Scorpion King, among others) in a new humorous commercial. This is the first collaboration between the two film stars. The omnichannel campaign for the private brand will start on 1 September 2025 with a broad media presence on television, social media and out-of-home.
“As Europe’s best-selling DIY brand, Parkside stands for powerful tools, but also for the courage to tackle things yourself. Our new campaign with Arnold Schwarzenegger and Ralf Moeller shows exactly what is possible when you believe in yourself. They both embody the spirit of Parkside: determination, drive and the conviction that everyone can realise their own project,” says Martin Alles, Managing Director Brand at Lidl International.
Lidl is investing heavily in its non-food own brands. The sports brand Crivit and interior design brand Livarno are also of strategic importance to the retailer. In Germany, the discounter recently opened its first store with a 100% non-food range, covering a retail space of around 500 m².
