Cannes Lions

The Blendtest

BBDO BELGIUM, Brussels / LIDL / 2016

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Overview

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Credits

Overview

Description

We came up with an original way to connect with our target group while keeping loyal to our brand strategy.

We spend hours and hours in a sound studio to find out how we could reproduce all necessary sounds. We experimented with a wide variety of fruits and vegetables (e.g. different size for different tonalities) and utilities such as different blenders at different speeds, different kind of knives, jars and cutting boards.

Execution

We came up with an original way to connect with our target group while keeping loyal to our brand strategy.

We spend hours and hours in a sound studio to find out how we could reproduce all necessary sounds. We experimented with a wide variety of fruits and vegetables (e.g. different size for different tonalities) and utilities such as different blenders at different speeds, different kind of knives, jars and cutting boards.

We paid special attention to recreate a “fresh and juicy” sound to strengthen the fresh brand positioning of Lidl.

When we finalized and documented the research, we started to reproduce all songs.

Outcome

All songs were turned into appealing music videos showing the fresh products of Lidl. For two weeks long, we released a new fresh video clip every day. Everyone who recognized the song had a chance to win one of the lasts duo tickets for the festival; a package of fresh Lidl products included.

Lidl found a way to connect their “fresh discounter” positioning with the music territory. The songs gave Lidl the opportunity to interact with a hard to reach target group while being loyal to their overall brand strategy.

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