Client

LIDL POLAND

Year

2018-2020

Deliverables

Creative concept, art direction, campaign layout, cookbook promotion, outdoor and in-store communication.

THREE PROMOTIONAL CAMPAIGNS FOR LIDL POLAND, CREATED AROUND A SERIES OF COOKBOOKS AND ADAPTED TO DIFFERENT THEMES AND AUDIENCES.

Project Overview

THREE PROMOTIONAL CAMPAIGNS CREATED FOR LIDL POLAND OVER A PERIOD OF THREE YEARS, EACH BUILT AROUND A DIFFERENT COOKBOOK AND ITS SPECIFIC THEME AND AUDIENCE. EACH CAMPAIGN RECEIVED ITS OWN VISUAL LANGUAGE, TAILORED TO THE SUBJECT OF THE PUBLICATION AND THE SEASONAL CONTEXT. THE CONCEPTS WERE BUILT AROUND STRONG PHOTOGRAPHY, COLOUR AND EDITORIAL-INSPIRED LAYOUTS, HIGHLIGHTING THE MAIN IDEA BEHIND EACH BOOK - FROM HEALTHY EATING AND EVERYDAY NUTRITION TO COMMUNICATION AIMED AT FAMILIES AND SENIORS. THE CAMPAIGNS WERE DEVELOPED ACROSS MULTIPLE TOUCHPOINTS, INCLUDING OUTDOOR, IN-STORE AND TV COMMUNICATION. (ALL RIGHTS RESERVED GPD AGENCY)

Key
Challenges

DEVELOPING THREE DISTINCT VISUAL DIRECTIONS FOR THE COOKBOOK CAMPAIGNS WHILE MAINTAINING CONSISTENCY WITH LIDL POLAND’S COMMUNICATION SYSTEM. EACH CAMPAIGN NEEDED TO ADAPT TO A DIFFERENT SUBJECT AND AUDIENCE WHILE WORKING ACROSS MULTIPLE TOUCHPOINTS, INCLUDING RETAIL COMMUNICATION, PRINT MATERIALS AND OUTDOOR CAMPAIGNS.

Project
Approach

EACH CAMPAIGN WAS DEVELOPED AROUND THE CHARACTER AND SUBJECT OF ITS COOKBOOK, USING STRONG PHOTOGRAPHY, COLOUR AND EDITORIAL-INSPIRED LAYOUTS TO CREATE A DISTINCT VISUAL DIRECTION. THE WORK WAS ADAPTED ACROSS OUTDOOR CAMPAIGNS, IN-STORE MATERIALS AND TELEVISION COMMUNICATION, ALLOWING EACH PUBLICATION TO HAVE ITS OWN VISUAL CHARACTER WHILE REMAINING CONNECTED TO LIDL'S BROADER COMMUNICATION SYSTEM.