Lidl pops the big question on radio

Lidl and BBDO offer consumers a shortcut to answer the most important question of the day.

You hear it every day. In your own head or asked by someone in your family. For 8 out of 10 families, it’s without doubt the most frequently asked question. What are we eating today?

The answer is increasingly driven by supermarket promos. BBDO is now capitalising on this trend for Lidl. With a new series of radio spots and online video ads, they offer consumers a handy shortcut in their thinking process. Because with Lidl's promos, it is immediately clear which fresh dish you’re putting on the table today.

And for those who love a good glass of wine or an interesting non-food promo, Lidl answers the important questions of life too. With variations like ‘What are we drinking today?’ and ‘What are we planting today?’, the concept is flexible enough to bring all possible promos to consumers in a catchy way. Lidl and BBDO apologise in advance for the earworm.

Filed under creative


  • Client


  • Contacts

    Mattus Gala
    Hendrik Van Wilderode
    Dieter De Ryck
    Hans Maenhout
    Julie Vanderstichele
    Julie Longerstay
    Naomi Domen
    Emmelie Mouton
    Gaia-Maria De Badrihayé
    Sam Borloo

  • Agency

    BBDO Belgium

  • Account team

    Ward Braeckevelt
    Michelle Stas
    Laura De Clercq
    Axel Braeckevelt
    Chiara Juliens

  • Strategic Director

    Drik Peremans

  • CD

    Marc Richard Vander Heyden

  • Creation

    Sven Pede
    Louise Windels
    Gregory Verheyleweghen
    Gaetan Gomez Garcia

  • Head of Design

    James Gambrill

  • Head of RTV

    Patricia Van De Kerckhove

  • Producers

    Marta Michna
    Loes Fierens

  • Sound

    BBDO Productions
    Massive Media

  • Sound Engineer

    Mathieu Schots
    Jeremy Vettorel

  • Post production promo films

    BBDO Productions

  • Editor

    Neil Skeit