Differentiation in the grocery category is difficult.
Everyone claims high quality and low price, but here’s the thing - Lidl’s prices are even lower than low. So much so that it seems like they might be up to something. This is where suspicious was born.
High Quality + Low Prices = Suspiciously Low-Priced Groceries.
This brand campaign invites Lidl’s customers to embrace their inner skeptic. In each project, we feed Lidlers bread crumbs in the form of conspiracies & scandals, all the while maintaining an appealing and desirable quality.
suspicious images
In this campaign, we take a look at groceries through Lidl’s suspicious lens. The challenge was finding a way to make everyday produce look delicious & fresh, while at the same time casting them in a uniquely suspicious light. These were used on billboards and outdoor signage to promote new store openings and to spread the *suspicious* word.
Weekly promo
Every week, Lidl runs a paid social media promotion. Each week, I worked with my copywriter to come up with a suspicious concept to promote said item.
The suspicion must relate back to the sourcing, pricing or nature of the product without sacrificing taste appeal or venturing into criminal territory.