The voice in your local Lidl bagging area might soon have a Highland lilt.
Lidl has launched a nationwide hunt for a fresh Scottish voice to star in its new self-checkout systems, and Highlanders are being encouraged to throw their hats or vocal cords into the ring.
As part of a major £3 million investment to introduce self-checkouts in every Scottish Lidl by November 2025, the retailer is inviting locals to audition for the role of the voice of Lidl across Scotland.
This isn’t your average voiceover job.
It’s a chance to become a familiar sound to millions of shoppers, gently reminding them to please place your item in the bagging area in a voice that feels closer to home.
The search is open to everyone across the Highlands and Islands, who can audition simply by texting the word audition via WhatsApp to +447 4183 97936.
From there, hopefuls will be walked through a quick and friendly audition process, with one lucky winner bagging not just the gig but £500 in Lidl vouchers too.
For those who prefer to do things in person, Lidl is setting up an Audition Booth at its Inverness Telford Street store on Monday 12 and Tuesday 13 May, open from 10am until 7pm.
Step in, grab the mic and give it laldy.
Lidl wants to hear your best bagging area banter.
This playful campaign lands alongside serious investment.
Lidl’s self-checkout rollout is part of a broader drive to improve the shopping experience across the UK, with millions more being spent to expand the technology into stores in England and Wales by the end of 2026.
But they’re not doing away with the human touch.
A YouGov survey commissioned by Lidl found that 78 percent of people in the Highlands and Islands prefer having a choice between self-checkouts and staffed tills.
It’s a figure the retailer has taken to heart.
Lidl says it remains committed to offering both options, with dedicated staff in bright yellow gilets always nearby to lend a hand.
For Lidl, it’s not about replacing people with machines.
It’s about giving shoppers the freedom to check out in a way that suits them best.
Jassine Ouali, Lidl GB’s Chief Customer Officer, said that with around two-thirds of customers already choosing self-checkouts where available, this is a natural next step, but the focus remains just as strong on traditional tills.
Marco Ivone, Regional Director for Scotland, added that the search is a fun, local way to celebrate a national rollout and that it’s only right for a Scottish Lidl shopper to become the voice heard across the country.
For the lucky winner, their voice will soon echo through the aisles of every Lidl in Scotland, making the weekly shop a little more personal for everyone.
