The competition were all doing the same thing - being very nice to everyone. They were shooting lovely recipe videos and wishing people a happy Friday. Great.
But on social, people want to be entertained.
They want to have a little giggle. We didn’t see any point trying to replicate what the competition were doing.
We knew Lidl had the right to be funny and entertaining so we found ways for Lidl to win fans and punch above their weight.