Most supermarkets tell their customers to adopt a balanced diet, watch it with the calories, and consider the eco-score and nutritional score of their purchases … In short: to be perfect. Lidl wants to be a counterbalance and reassures its customers by telling them it’s ok to bend the rules occasionally.

For the TV spot, BBDO adopted all the codes of commercials where food plays the lead: a soft voice over, seductive copy, ingredients that seem to escape gravity for a second, accompanied by opera music by Maria Callas ...

Except, this story doesn't end at all as you might expect. 

And to reassure parents even more, Lidl reinforced this campaign with radio spots, posters and social media using the same mechanism.
Yes, it’s a simple idea. So what?