Joe Duffy has become the face of Lidl Ireland, featuring in a new advert promoting the supermarket chain's new points scheme.
The former Liveline presenter stars in the 'Value Beyond Belief' campaign, a three-part series of adverts being posted on social media in support of Lidl Points.
In the first clip posted the Lidl Ireland social accounts, Duffy enters a Lidl store wearing a trilby and listening to jazzy saxophone in a clear send-up of hard-boiled detective films.
"I promised myself I was out," he says in a nod to his recent retirement from RTÉ. "‘No more talk, no more questions, just an average Joe. But questions, they don’t take no for an answer." An incredulous passer-by then asks "Is that Joe Duffy?"
Duffy left the national broadcaster at end of June after 37 years and a special farewell edition of Liveline. In the days since, he has also dispelled growing whispers of a presidential rumours.
"I received an anonymous tip from a woman called Margaret Mary O’Brien from Ballinasloe," his voiceover continues. "She claimed the Lidl Plus app now has points and the value is so unbelievable that it must be a conspiracy."
Considering a punnet of blueberries, Duffy then takes out a calculator to help him get to the bottom of the mystery. The calculator spontaneously combusts before the message 'Stop asking questions' appears on the display.
"They don’t want us to know, Margaret," he mutters, casting a glance at a surveillance camera as he exits the store.
A Lidl spokesperson said: "‘As one of the country’s most prolific broadcasters, we’re delighted to partner with Joe Duffy on the new ‘Value Beyond Belief’ film noir-inspired social series to support the launch of our new Lidl Points customer rewards scheme.
“We’re very proud to have Joe Duffy on board to uncover serious value at Lidl and promote Lidl Points across three fun episodes, premiering on Lidl’s social channels this month.
“We look forward to seeing even more customers engage with the new scheme and avail of extra discounts on their shop.”
The company will release two further episodes of 'Value Beyond Belief' featuring Duffy on its social media channels.
On the new points scheme, the spokesperson said: “Launched last month to mark 25 years of Lidl in Ireland, the new Lidl Plus app points scheme offers shoppers extra in-store discounts on top of our market-leading value, to deliver serious savings for customers.
“Lidl Ireland customers using the Lidl Plus app can start collecting points when shopping in store by scanning their Lidl Plus app or entering their mobile phone number at checkout to receive one point for every €1 spent, with points accumulated in the Lidl Plus app.
“Complimenting existing customer offers available via the Lidl Plus app, such as Scratch & Win, Weekly Offers and SuperSavers, the new Lidl Points scheme not only extends our shopper rewards, but it’s the only scheme that allows customers to pick specific items to save on, when they want to, empowering shoppers to benefit from discounts in the way that they choose.”
Photo: Joe Duffy. (Pic: Instagram/Lidl Ireland)
