Starstruck by Lidl Bulgaria
The challenge
Lidl Bulgaria had to elevate the image of its fresh fruits and vegetables. Our challenge was to communicate Lidl’s commitment to quality and local sourcing in a way that would stand out, break away from the usual, and reinforce trust.
The mission
To show that Lidl’s fresh produce is a step above—tested for over 700 pesticide residues and supported by local farmers and national heroes. By spotlighting local Bulgarian producers and enlisting the support of the Bulgarian Volleyball Federation, we aimed to inspire confidence in the quality of our produce and loyalty to Lidl’s fresh food selection.
The vision
To build a sense of fandom. Not only are we fans of national athletes, but our volleyball stars are fans of great fresh produce at Lidl. Because good things deserve to be cheered, we depicted volleyball stars as real Lidl fans.
My role
As the creative strategist behind this campaign, I facilitated the partnership between Bulgarian Volleyball Federation players, agencies, and national producers, weaving together celebrity endorsements with local storytelling. From concept to execution, I helped shape a campaign that reached across TVCs, POSM, social media, outdoor advertising, and more, ensuring that each element consistently conveyed our message of local pride, quality, and freshness.
The structure
This campaign spanned all major channels – TV, OOH, in-store displays, social media, and the web. Volleyball team captains delivered testimonials, and local producers shared their stories across TVCs, POSM, and digital.
The impact
The campaign achieved outstanding results. Our research showed that 74% of viewers remembered the campaign, and 40% named it as their favorite ad. It also evoked trust, with 34% of respondents recognizing Lidl’s high quality, and 28% saying it inspired them to shop with us. The campaign contributed to a strong revenue result, elevated Lidl’s image as the leader in produce quality, and earned us the 2022-2023 Qudal medal for best fresh produce in Bulgarian supermarkets.
The Team
Agency: proof.
Producer: Push Pull
Client: Lidl Bulgaria
Starstruck by Lidl Bulgaria
The challenge
Lidl Bulgaria had to elevate the image of its fresh fruits and vegetables. Our challenge was to communicate Lidl’s commitment to quality and local sourcing in a way that would stand out, break away from the usual, and reinforce trust.
The mission
To show that Lidl’s fresh produce is a step above—tested for over 700 pesticide residues and supported by local farmers and national heroes. By spotlighting local Bulgarian producers and enlisting the support of the Bulgarian Volleyball Federation, we aimed to inspire confidence in the quality of our produce and loyalty to Lidl’s fresh food selection.
The vision
To build a sense of fandom. Not only are we fans of national athletes, but our volleyball stars are fans of great fresh produce at Lidl. Because good things deserve to be cheered, we depicted volleyball stars as real Lidl fans.
My role
As the creative strategist behind this campaign, I facilitated the partnership between Bulgarian Volleyball Federation players, agencies, and national producers, weaving together celebrity endorsements with local storytelling. From concept to execution, I helped shape a campaign that reached across TVCs, POSM, social media, outdoor advertising, and more, ensuring that each element consistently conveyed our message of local pride, quality, and freshness.
The structure
This campaign spanned all major channels – TV, OOH, in-store displays, social media, and the web. Volleyball team captains delivered testimonials, and local producers shared their stories across TVCs, POSM, and digital.
The impact
The campaign achieved outstanding results. Our research showed that 74% of viewers remembered the campaign, and 40% named it as their favorite ad. It also evoked trust, with 34% of respondents recognizing Lidl’s high quality, and 28% saying it inspired them to shop with us. The campaign contributed to a strong revenue result, elevated Lidl’s image as the leader in produce quality, and earned us the 2022-2023 Qudal medal for best fresh produce in Bulgarian supermarkets.
The Team
Agency: proof.
Producer: Push Pull
Client: Lidl Bulgaria
