Lidl
Enjoy free samples that look appetizing but are 100% inedible.
Magazines
Lidl's in-house magazines offer inspiration, discovery, and playfulness. From Earth-friendly Easter eggs to jokes about dentists, there's a seat for everyone at the table.
Pro tip!
Click the first image to open gallery mode.
Paid social ads
Following the launch of Lidl's "Suspiciously Low-Priced Groceries" rebrand, our online presence needed edginess. Enter, absurdity. We wanted to do something no other grocer was doing while highlighting how practical it was to shop at Lidl.
Web pages
Our new tone was edgy. But how could we personalize our edginess for each medium? For web pages, we needed to be helpful and entertaining. Too much playfulness could confuse and distract customers. So we utilized asterisks, parentheses, and playful headlines to capture our new personality.
Organic social
Our social team cultivated a meme-loving, astrology-obsessed community of devoted fans. One key learning we found: Jump on trends as soon as possible, but make them uniquely yours.
Suspicious radio scripts
Lidl's radio ads were overly promotional (ie. we're selling ham for just .99/lb.!). I leaned into our brand voice with suspicious spots that would leave listeners thinking, "Wow, what was that?" featuring a Jack-of-all-trades Lidl fanatic as the main character.
Pandora, 30 seconds, male voice:
Banner: weddings… suspicious?
Dearly beloved, we're gathered here today to celebrate the union of these two people standing before you. We all want to find love. I personally have. It happened on a Tuesday last week. I walked into this store and something caught my eye: a fresh pretzel for under a dollar. “No way,” I said. “Way,” said the baker. And now I’m in love with a grocery store. Oh right, now back to these two.
Lidl. Suspiciously low-priced groceries.
Pandora, 30 seconds, male voices:
Banner: swimming lessons… suspicious?
Coach: Alright team, today we’re learning the chicken stroke. It’s not like the butterfly or the backstroke. It’s more like running, but in water. Ready?
Kid: Excuse me coach, but that sounds awfully suspicious. Are you sure that’s a legit stroke? I’m
trying to make it to the Olympics.
Coach: Congrats! You passed the test. The chicken stroke isn't real, but saving money on high-quality
groceries is. Find a Lidl near you.
Kid: Wait, what
Lidl. Suspiciously-low priced groceries.
Pandora, 30 seconds, male voice:
Banner: tales by the fire… suspicious?
Everyone, gather round the campfire. I have a story. We all know Big Foot and that whole situation with Bloody Mary. But have you heard of the man they say discovered a haven for high-quality groceries? One day, he was walking in the woods and saw flashes of yellow. It was a store called Lidl. Soon, he realized the only thing suspicious was the low prices, not the off-beat location. Find one near you.
Lidl. Suspiciously low-priced groceries.
Pandora, 30 seconds, male voice:
Banner: grocery store sushi... suspicious?
When you hear the word suspicious, what comes to mind? Distant thunder? Mondays? Vans? Well when I think of suspicious, I imagine a grocery store stocked with fresh produce, mesmerizing breads and pastries hot from the oven, curated wines, and high-quality seafood. Wait. Wait a minute. That’s not suspicious at all. I just described Lidl, where the only thing suspicious is the low prices. Find one near you.
Lidl. Suspiciously low-priced groceries.