Lidl Germany
The core strategy of all our Lidl campaigns is simple. We don't make life cheaper, we make it better. Because Lidl prices make highest quality affordable for each and everyone. I had the great honor to grow with this company from junior to creative director.
5 years of brand building
The weekly Lidl leaflet before and afterwards we became their lead agency. It was a huge job to switch the brands tone from cheap to inspirational.
The first campaign
Until 2008 Lidl never launched any ad campaign. So we were really lucky to create their first one. And as junior copywriter I've been especially lucky to write Lidl's first TVC and a claim that is still used today: Lidl lohnt sich.
Sorry, only exists in German.
Lidl goes Catwalk
Why would I buy my clothes at the same place where I get my broccoli? Because the Lidl promise counts for every product they sell. To underline this claim we developed a slogan that was used for dozens of fashion films over 3 years. Feel the quality.
A journey for your senses
People love the lidl speciality weeks with products from France, Greece or Italy. To promote them on TV, we visited these countries and captured their soul instead of food-shots.
Foodpornhub
Our wish for Christmas was simple: making Lidl a nightmare for all premium supermarkets with their overpriced range.
Because a deluxe dinner shouldn't cost deluxe prices.
