This radio commercial lets the listener hear a recipe for spaghetti in the form of sound. Only one singer’s voice is heard, singing the separate ingredients in the right order of use. The melodies of each ingredient are mixed together a capella style, letting the ingredients flow together and form a piece of music that sounds delicious. Just like the flavour combinations taste together in your mouth. Right before the final touch of the recipe is added, a voice over directs you to an online recipe platform.

In Belgium, Lidl is known as a brand that is all about fresh products. They created an online recipe platform called ‘dekeukenvanlidl.be’, which they wanted to raise awareness around. This radio campaign was an ideal way to get the attention of listeners during the day, inspiring them to use Lidl’s fresh products and combine them to create something delicious when they go to the store or come home in the evening.

One singer's voice, mixed in a capella:

Onion

Ground beef

Carrot

Tomato

Salt

Pasta

Grated cheese

Voice over:

Sounds good doesn’t it, spaghetti? Check the recipe on dekeukenvanlidl.be

Lidl.