Something they are right to be very proud of. And when Lidl is proud, BBDO is too. So we went out of our way to make sure everyone knows about this well-deserved reward. Without taking ourselves too seriously. It is Lidl, after all.

The idea behind the campaign is simple: deliberately not choosing the best, is a little bit weird. Because why would you rely on Danny, the 7^th best plumber of the neighbourhood? Or leave your party in the hands of DJ Djessie, the 5^th best DJ from around?

With some winks to tacky local advertising, Lidl says it like it is: not choosing the best supermarket, that’s just weird.