UNEXPECTED SCOTTISH VOICE IN THE BAGGING AREA: Lidl launches nationwide search for Scottish voice of its new self-checkouts - here’s how you can bag the gig!

• Scots are being encouraged to warm up their vocal cords and audition to be ‘The voice of Lidl’s self-checkouts’ in Scotland
• Retailer is investing almost £3 million in installing self-checkouts in all Scottish stores by November 2025 and millions more in rolling them out across England and Wales by the end of 2026
• YouGov survey reveals 81% of Scots prefer a choice between staffed tills and self-checkouts, which is why Lidl prioritises giving its shoppers both options
• Aspiring voices can take part by texting ‘audition’ to +447 4183 97936 via Whatsapp – with the winner also earning themselves £500 in Lidl vouchers

Lidl is all ears as it launches a nationwide search to find a Scottish voice for new self-checkouts, set to land in all stores in Scotland by October 2025. 

In a move sure to strike a chord with shoppers, 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 Lidl judges will review the entries, with the winning voice set to become the official sound of Lidl’s Scottish self-checkouts. 

The investment of almost £3 million in the rollout of self-service tills across all Lidl stores in Scotland – part of Lidl GB’s continued commitment to innovation and enhanced customer experience which will also see millions more invested in the rollout of self-checkouts across England and Wales – 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.

One lucky Scot will soon become an unforgettable part of the Lidl shopping experience. 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.

From Thursday 8th May, Lidl’s Audition Booth will also hit the road, popping up at stores in Glasgow, Edinburgh, Dundee, Aberdeen and Inverness. Shoppers will be invited to step inside, grab the mic and ‘give it laldy’ for a chance to bag the title of Lidl’s unexpected Scottish voice in the bagging area.

The winning voice will not only become the voice of Lidl’s Scottish self-checkouts but will also scoop £500 worth of Lidl vouchers.

Jassine Ouali, Chief Customer Officer, Lidl GB: “We’re committed to continually enhancing the customer experience throughout our stores and are constantly looking for ways to make the shopping experience even better. With around two-thirds of our customers choosing self-checkouts where already available*, this investment further reinforces the steps we’re taking to respond to demand from our customers. But this isn’t about replacing one experience with another – it’s about offering greater flexibility and choice. By expanding self-service alongside ongoing improvements to our staffed tills, we’re ensuring customers can shop in the way that suits them best.”

Marco Ivone, Regional Director for Scotland at Lidl GB, said: “Our search for ‘the voice of Lidl’s self-checkouts’ in Scotland is a fun way to celebrate the roll out. As the Regional Director for Scotland, I am proud that a member of our Lidl community in Scotland will become the voice of our check-outs and add a Scottish charm to our customers’ daily shops.”

With self-checkouts already in use at several Scottish stores, more Lidl colleagues across the region are being trained up to support customers at these tills. Dedicated team members will be on hand to assist as needed, easily identifiable by their yellow gilets and positioned nearby to ensure a smooth checkout experience. 

ENDS

Notes to Editors 

* Lidl data, 2025

Entrants must be aged 18 or over, permanently reside in Scotland and accept the competition terms & conditions in order to enter. 

Lidl fans looking to audition to be The Unexpected Scottish Voice in the Bagging Area have until 7pm on 26th May when the Audition Line closes for judging. 

All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 1001 adults. Fieldwork was undertaken between 10th - 14th April 2025. The survey was carried out online. The figures have been weighted and are representative of all Scotland adults (aged 18+). 

About Lidl GB 

Since establishing itself in Great Britain in 1994, Lidl GB has experienced continuous growth and today has over 35,000 employees, over 980 stores and 14 distribution centres in England, Scotland and Wales. 

As part of the Schwarz retail group, Lidl is one of Europe’s leading organisations in the food retail industry. The supermarket, which has around 375,000 employees globally, currently operates over 12,350 stores and more than 225 logistics centres and warehouses in 31 countries. 

The supermarket takes pride in providing its customers with the highest quality products at the lowest possible prices throughout Great Britain, from Kirkwall to the Isle of Wight.  

Social responsibility and sustainability are at the core of the company's daily operations, with the company placing a strong emphasis on its responsibility for people, society, and the environment. Lidl GB is passionate about working with British producers and sources two thirds of its products from British suppliers. 

The Schwarz Group, which operates worldwide as a retail group, generated a revenue of €167.2 billion in the financial year 2023.  

For more information about Lidl GB visit corporate.lidl.co.uk