Every trolley tells a hundred stories.
It used to be cardinal rule of retail advertising that you did not show the actual shopping being done – because it was a chore and boring. But we needed to show that people could do their full weekly shop at Lidl rather than just the weekly specials and top‐ups. So, we upended this rule by showing other people’s shopping, which is far more interesting as a window to their world. The innovative campaign followed six real families around Lidl as they do their weekly shop – with hilarious and instantly relatable results.
