Justin Tindall, group executive creative director at Leo Burnett London, says: "I’m a very big fan of this year’s Lidl campaign. The work is simple, disarming and clever. But what I admire above all is that this is a brand that knows that this is its moment and it is seizing it with both hands."
Summary This campaign by Lidl marked a step-change in tone for the German discounter. Featuring real customers at a farmers’ market selling Lidl fare (unbeknown to the shoppers) it was intended to highlight the quality of Lidl produce, revealing the surprise of customers when they realised the food they had been sampling was from the retailer.