Synopsis: Being a non native grocery store in Sweden has its challanges. Yet Lidl wants to show why being different is not so bad after all. In this dream like spot a man is picking up groceries through out Sweden with his shopping cart - or was he actually in a Lidl store the whole time daydreaming?
Philosophy
Lidl Swedens new communication concept goes all in on the notion that Lidl is not like the others – and that it's exactly this oddness that makes them so good. The message is delivered with a tongue-in-cheek movie that captures a family man day-dreaming away in a Lidl store.
Problem
People in Sweden look at Lidl as the odd one out, and rightfully so. Lidl differs quite a bit from their Swedish counterparts with an own set of quality food brands, a surprisingly wide (and sometimes even bizarre) range of products, and a price level far below the average.
Result
Lidl stores all over Sweden are nowadays always filled with satisfied Swedes shopping groceries.