Lidl Keeps the Love Fresh

Supermarket chain Lidl Belgium, in collaboration with BBDO Belgium, launched a unique Valentine's Day campaign that encouraged Belgians to express their love with fresh, tangible emojis.

The campaign centered around customizable "message boxes" for popular love emojis like bananas, peaches, and eggplants. Lidl presented these fresh produce items in special packaging that allowed customers to write personalized messages.

For those unable to visit Lidl stores, the brand set up pop-up stations in train stations and shopping areas to distribute free message boxes filled with the fresh "love emojis." Thousands of commuters were able to take home a real, physical expression of affection.

By providing a tangible, customizable option, Lidl inspired Belgians to move beyond digital messages and show their love through fresh, thoughtful gestures.

Agency: bbdo.com

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