Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.
Lidl is a beloved European supermarket, known for its highest possible quality at absolute lowest prices. But with half the awareness of competitors, as it entered the US 4 years ago, it needed to make people aware of its existence, because once people knew, they'd love it.
The grocery category is well-established but often lacks excitement – it's all about price. Instead of the boring and expected functional role of low prices, we wanted to provoke a different, honest conversation about our unexpected quality in a surprising...