LIDL - BEEFGRUDGERY

BRIEF: Lidl have premium quality beef, but a quality message just won’t have the cut through needed to get through to the consumer. We needed to connect to the Irish market in a way that entertains as well as informs.

Our campaign centred around a simple insight - if Lidl beef was as good as this sure it's only natural that the other Irish foods would begrudge it.

For this campaign, we didn’t want to just assign characters an accent and claim they were Irish, we gave each character a personality that was rooted in a truth about where they were from. Dublin sliced pan is an everyday item, a salt of the earth type fella, Wexford strawberry is a sun-kissed girly girl, Cork cheese is pure bitter about someone else’s success and Kerry turnip is fairly incoherent for 80% of what they’re saying.

We followed up our initial campaign with another for Autumn, this time featuring an uncle-type Waterford blaa and an immensely irritating D4 avocado.

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THE BEEFQUEL

TV

SOCIAL