Lidl "Steak" by TBWA\London

Lidl is promoting the brand's "authenticity, provenance and quality", directly addressing the fact that low prices have historically led customers to question the quality of its products.

The retailer approached real-life sceptics to offer them a job for a day at the farms of a selection of Lidl suppliers.

Their reactions were filmed for the resulting campaign, which runs across TV, cinema, press, radio, digital and social.