Lidl är Lidl. Allt annat är olidligt.

Launch campaign for the new national advertising concept “Allt annat är olidligt”.

Campaign / Concept / Integrated / Strategy

Most people in Sweden look at Lidl as a bit of an odd bird. And rightfully so. In comparison with their Swedish counterparts, Lidl stands out like a pair of lederhosen with an own set of quality brands, a surprisingly wide range of products, and a price level that puts everybody else to shame.

All of this lays the foundation for the communication concept that underlines that Lidl is not like everybody else – and that this is the main reason for customers to choose them. In short, the concept is about letting Lidl be all-out Lidl. A stance captured in the conceptual pay-off: “Allt annat är olidligt”.

The concept covers all levels of communication – from strategy and design to ads and commercials – and I am more than happy to be part of Lidl´s brand journey.