Italy: LIDL launches new PARKSIDE campaign with Arnold Schwarzenegger and Ralf Moeller

Discount Retail Chain Lidl Italy brings Arnold Schwarzenegger back in the spotlight for PARKSIDE, the DIY private label brand exclusively from Lidl, with the new chapter of the "You can do it!" campaign, joined this time by actor and former bodybuilder Ralf Moeller, known to the general public for his role in Gladiator.

With irony and lightness, the two German and Austrian born Hollywood stars bring a breath of energy to the world of DIY, encouraging both experienced hobbyists and beginners to try their hand at their home projects. The key message is clear: with PARKSIDE, anyone can create, regardless of experience or budget.

"From Terminator to Motivator: the partnership with PARKSIDE is made for me. No project is too complicated, no challenge too big: you just have to want it and believe in yourself," says Arnold Schwarzenegger, emphasizing the motivational nature of the campaign. At his side, Ralf Moeller talks about his passion: "DIY is really great. Creating with your own hands and seeing the final result is a unique feeling. I am happy to be part of this initiative, because I have always loved the world of DIY".

The bond between the two actors, long-time friends, is perfectly reflected in the values shared with PARKSIDE: determination, authenticity and practical spirit. The campaign wants to convey that you don't need to aim for perfection, but to have reliable tools and the right motivation to start.

"PARKSIDE not only offers high-performance tools, but also promotes the courage to take the initiative," explains Andrea Francesco Varisco, Director of Promotional Purchasing and Marketing at Lidl Italia. The new campaign with Schwarzenegger and Moeller shows that in DIY there are no insurmountable obstacles when we believe in ourselves and rely on the right tools."

The omnichannel campaign will start on 1 September 2025 with widespread distribution on various channels: out-of-home, digital, social media and TV commercials. An approach that confirms Lidl's commitment to making DIY accessible to everyone and strengthening PARKSIDE's image as a consumer-friendly brand.

Read more: LIDL lancia la nuova campagna PARKSIDE con Arnold Schwarzenegger e Ralf Moeller - Food Affairs

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