Lidl and BBDO keep the love fresh on Valentine’s Day

Lidl inspired the nation to show real emotion through a fresh emoji and keep the love fresh. How?

In recent years, food emojis became a popular way to send explicit love messages in a more subtle way. This Valentine, they could also be used outside the digital chat boxes.

Lidl inspired its fans to go for real, tangible and fresh emojis this year. Fresh peaches, eggplants and bananas, straight from Lidl supermarkets. Each of these fresh foods got a new “message box” packaging that was customizable with a personal message.

For those who didn’t make it to the store, Lidl had an extra surprise. The supermarket chain came to train stations and shopping areas and provided commuters with free message boxes filled with fresh emojis.

Thousands came home with a real love message, straight from the heart.

One that, for sure, was fully appreciated.


  • Account team

    Isabel Peeters
    Michelle Stas
    Melissa Fastenaekels
    Shi Qi Ji
    Lieselot De Fraine

  • Creative directors

    Sebastien De Valck
    Arnaud Pitz

  • Creative team

    Frederik Clarysse
    Gertjan De Smet

  • Strategic Planner

    Jan Van Brakel

  • Design

    Gertjan De Smet

  • Final Art

    Petra Saelens
    Daniela Simons

  • Packaging Production

    Hans Bos

  • RTV Production

    Patricia Van De Kerckhove
    Silke Ricour

  • Video Editor

    Dejvi Vandeveire
    Valentin Taminiau

  • Third parties

    Ilona Vanouplines
    Marcel Veelo