Trending PR Campaigns
The best PR campaigns right now, ranked by coverage. Updated daily.
Back
Top 10 Campaign
Retail · September 2026
Lidl Builds Homes Above Sylt Supermarket
Sunday 27th September, 2026
On Sylt, where housing shortages are pushing local workers out of the island, Lidl is building 15 permanent homes above a new supermarket. The hook is an unexpected mix of everyday discount retail and much-needed housing, with the development also reusing the existing store building for local services.
Why it worked: It flipped a status-quo narrative by solving a hot housing crisis via an unlikely actor— a discount grocer—backed with shovel-ready details and official praise.
The lesson: Consider pitching an unexpected solver tackling a live civic pain point, with concrete timelines, permits, visuals, and third-party validators in hand.
Lidl
6 Sources:
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| kreiszeitung.de | Bauprojekt Nii Kiarwai: LIDL baut Filiale mit Wohnungen in Sylt | Sunday 27th September, 2026 |
| euronews.com | Discount store sparks revolution on Sylt, reshaping the island of the rich | Sunday 27th September, 2026 |
| travelandtourworld.com | Germany’s Sylt Tourism Enters New Phase as Lidl’s Sustainable Housing Project Supports Local Communities and Visitors - Travel And Tour World | Sunday 27th September, 2026 |
| euronews.com | Lidl revoluciona la isla de lujo de Sylt con un centro ecoeficiente que combina supermercado y vivienda | Euronews | Sunday 27th September, 2026 |
| business-punk.com | Lidl-Wohnungen auf Sylt: Discounter wird zum Vermieter | Monday 28th September, 2026 |
| businessinsider.de | Lidl baut Wohnungen auf Sylt – Darum wird der Discounter zum Vermieter | Monday 28th September, 2026 |