Lidl has launched a nationwide search to find a Scottish voice for new self-checkouts that are set to land in all of its stores in Scotland by October 2025.
The retailer is setting up a dedicated ‘Audition Line’, inviting Scots to submit recordings of themselves reciting familiar phrases from the bagging area. A panel of judges will review the entries, with the winner set to become the official voice of Lidl’s Scottish self-checkouts – and bag £500-worth of Lidl vouchers for themselves.
The investment of almost £3m in self-service tills across all Lidl stores in Scotland is in response to insights showing that Scots value easy and convenient checkouts for their regular trips to the discounter.
In a recent survey, 81% of Scots said they prefer a choice between staffed tills and self-checkouts, while 74% say they choose self-checkouts for speed and convenience.
To audition, all budding voiceover artists need to do is text the word ‘audition’ to +447 4183 97936 via WhatsApp, where they will be guided through a simple, fun audition process.
Lidl’s Audition Booth has also hit the road, touring stores in Glasgow, Edinburgh, Dundee, Aberdeen and Inverness. Shoppers will be invited to step inside, grab the mic and ‘give it laldy’ (not Aldi) for a chance to bag the title of Lidl’s unexpected Scottish voice in the bagging area.
The booth is active between 10am and 7pm at the following locations and dates:
- Hutcheon Street, Aberdeen – Thursday 8 and Friday 9 May
- Kingsway Dundee – Saturday 10 and Sunday 11 May
- Inverness Telford – Monday 12 and Tuesday 13 May
- Anniesland, Glasgow – Sunday 18 and Monday 19 May
- Corstorphine, Edinburgh – Tuesday 20 and Wednesday 21May
Marco Ivone, Regional Director for Scotland at Lidl GB, said the search was a fun way to celebrate the launch of self-service checkouts in every Scottish Lidl store.
He added: “I am proud that a member of our Lidl community in Scotland will become the voice of our checkouts and add a Scottish charm to our customers’ daily shops.”
