Lidl

 

Giving Lidl’s food range an authentically Irish voice rooted in local culture

Beefgrudery

 

Ireland is a nation of begrudgers – so why should Irish food be any different? Built around the core idea that the other foods left on Lidl’s shelves are starting to resent all the attention Beef is getting, we developed a fully integrated campaign across TV, social, OOH and radio.

Rooted firmly in Irish culture, we used a distinctive claymation style to hear from different different fruit and veg from across the 32 counties,
all airing their beef about Beef.

The campaign evolved into a phone-in radio show where our food characters could get things off their chests, calling it “The Check-Out Line” (any resemblance to the Irish radio institution “Liveline” is purely coincidental).

The campaign proved so successful that we were asked to cook up some brand new characters. Enter “Beefgrudgery 2: The Beefquel”!

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