Grill Master by Lidl Bulgaria
The challenge
In Bulgaria, grilling is a territory owned by Lidl. But in the peak of summer campaigns and 2024 UEFA European Football Championship, competitors wanted to take over the grill’s appeal and jump on the trend.
The mission
Championing a decade of expertise, we wanted to make grilling synonymous with Lidl again. Lidl introduced grill with the “Grill Master” concept first in 2015. Our goal was to spot the light on him, so customers could feel the quality, simplicity, and joy that Lidl grilling brings.
The vision
To build on Lidl’s most successful campaign, Ode to the Grill Master, with a fresh twist: honoring our decade-long support for the everyday heroes of the grill. We aimed to inspire and recognize these “unknown grill masters” who bring friends and family together around food and grill.
My role
As the creative strategist behind this campaign, I drove Lidl’s grill message ahead of competitors. I proposed the campaign at just the right moment, before the start of the season. Crafting the headline, “10 years supporting the grill master at every get-together”, to celebrate our established authority in the grilling world.
The structure
We used a multi-channel approach, launching a TV spot using the old Ode with a new message, 2 promo clips, and social media content starring the famous Grill Master character and his friends. With Lidl’s signature humor and approachable tone, we amplified our message across platforms.
The impact
The Grill Master campaign reaffirmed Lidl’s ownership of the grill space, setting it apart as the go-to for a full grill experience. Sales and brand awareness saw a lift as customers recognized Lidl’s unique authority in grilling, showing that when it comes to grill, Lidl leads the way.
The Ode
Originally launched in 2015, The Ode of The Grill Master was an actual song celebrating the unsung hero of every gathering: the person standing over the grill, making every get-together special. The campaign struck a chord, becoming Lidl Bulgaria’s most beloved commercial to date. Fast-forward 10 years, and in 2024, we revived this iconic campaign by reminding the grill gang we’ve been by their side over a decade. We shot 2 new TVC’s and put the song on two national radio stations. To make it even more engaging, we added the ode to Instagram’s music library, so fans could feature it in their own grilling stories, turning their grill moments into a true Ode to the Grill Master.
Grill Master by Lidl Bulgaria
The challenge
In Bulgaria, grilling is a territory owned by Lidl. But in the peak of summer campaigns and 2024 UEFA European Football Championship, competitors wanted to take over the grill’s appeal and jump on the trend. Our challenge was to stay ahead, reinforcing Lidl’s lead in the grilling market.
The mission
Championing a decade of expertise, we wanted to make grilling synonymous with Lidl again. Lidl introduced grill with the “Grill Master” concept first in 2015. Now everyone’s talking about grill. Our goal was to spot the light to the Real Grill Master, so customers can feel the quality, simplicity, and joy that Lidl grilling brings.
The vision
To build on Lidl’s most successful campaign, Ode to the Grill Master, with a fresh twist: honoring our decade-long support for the everyday heroes of the grill. Our aim was to inspire and recognize these “unknown grill masters” who bring friends and family together around food, adding meaning to every meal grilled with Lidl.
My role
As the creative strategist behind this campaign, I drove Lidl’s grill message ahead of competitors. I proposed the campaign at just the right moment, before the start of the season. Crafting the headline, “10 years supporting the grill master at every get-together”, to celebrate our established authority in the grilling world.
The structure
We used a multi-channel approach, launching a TV spot using the old Ode with a new message, 2 promo clips, and social media content starring the famous Grill Master character and his friends. With Lidl’s signature humor and approachable tone, we amplified our message across platforms.
The impact
The Grill Master campaign reaffirmed Lidl’s ownership of the grill space, setting it apart as the go-to for a full grill experience. Sales and brand awareness saw a lift as customers recognized Lidl’s unique authority in grilling, showing that when it comes to grill, Lidl leads the way.
The Ode
Originally launched in 2015, The Ode of The Grill Master was an actual song celebrating the unsung hero of every gathering: the person standing over the grill, making every get-together special. The campaign struck a chord, becoming Lidl Bulgaria’s most beloved commercial to date. Fast-forward 10 years, and in 2024, we revived this iconic campaign by reminding the grill gang we’ve been by their side over a decade. We shot 2 new TVC’s and put the song on two national radio stations. To make it even more engaging, we added the ode to Instagram’s music library, so fans could feature it in their own grilling stories, turning their grill moments into a true Ode to the Grill Master.
