Seven Fennels and Raspberries
Lidl Belgium
Issue 59 | June 2021
Agency
BBDO Belgium
Creative Team
Creative Directors Sebastien De Valck, Arnaud Pitz Associate Creative Director Frederik Clarysse Creatives Frederik Clarysse, Tom Jacobs
Production Team
Head of production Patricia Van De Kerckhove RTV producer Eva Segers Sound engineer radio Mathieu Schots Videographer & editor activation Jasper Vanhauwaert
Other Credits
Chief Commercial Officer Eva De Gendt Account team Michelle Stas, Melissa Fastenaekels, Ilse Croons Strategy Dirk Peremans PR David Dalemans (Double Deeds)
Date
February 2021
Background
Lidl Belgium was all about fresh food for everyone who counts. In the run-up to Saint Valentine’s Day, the brand wanted to demonstrate once more that the people you love deserve great food.
Idea
For Valentine’s day, Lidl promoted a new kind of gift for lovers. A bouquet of fresh vegetables and fruits instead of flowers. To launch this activation, “Seven Carnations, Seven Roses” was remade. One of Belgium’s (and Europe’s) greatest classic hits from 1971 was turned into “Seven Fennels and Raspberries” and re-recorded with the original artist Willy Sommers. The music video was made in seventies-style, in homage to the original song.
Results
The music video generated a lot of PR and was covered by all mainstream media, showbiz magazines, and went viral within Belgium. Reaching over 90% of the population and generating more than €500,00 in earned media. Fennel sales even went up 18%. But most importantly the brand underlined once again that the people you love deserve fresh food.
Our Thoughts
This is part of an ‘always on’ strategy that keeps Lidl front of mind in Belgium in between the brand’s more traditional advertising activity. More to the point, it differentiates the supermarket chain through its tone of voice. Most retailers are pretty dull, let’s face it, but Lidl is cheeky and fun. John Lewis gave us Elton John singing “Your Song” and wanting us to be misty-eyed. Lidl’s version would be, “My gift are some spuds and these are for you.” Also, in a year of continuing problems, thank God there’s still some laughter.