Arnold Schwarzenegger has become the latest brand ambassador for Lidl’s Parkside DIY tool range.
Appearing in an advert to unveil the new partnership with the German discounter, the Hollywood star and former governor of California is promoting its popular DIY and home-improvement brand.
His collection includes over 100 products, such as various tool, gardening equipment and accessories.
Arnold – who is now paying tribute to his past as a bricklayer – is set to star in a series of TV and social media adverts as part of the deal.
“You got this – that’s exactly my attitude. You have to believe in yourself, that’s why I’m a Parksider,” he said.
He had previously collaborated with SodaStream on a marketing campaign to encourage businesses and consumers to tackle plastic waste.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
Lidl said: “DIY is for everyone – that’s what Parkside is all about. The brand is especially aimed at all those who like to repair, build and garden.”
This comes on the year of the 50th anniversary of the first Lidl store opening in Germany, with the retailer launching a variety of events under the slogan of ’50 Jahre mehr als günstig’ (‘50 years more than cheap’).
In the past, Lidl has teamed up with the likes of Paris Hilton, Christina Aguilera, Rita Ora and Heidi Klum for different campaigns.
