Yeah it surprised the shit out of us too, and it is a carry over from 2016 but whatever.
Clever wording, well filmed and as usual with all the campaigns we rate, it was straight to the point.
By taking users social media posts about them, and using them as a tool to promote the origins of their produce, Lidl came up with a genuinely unique campaign. #lidlsurprises
The premise is simple; USER comments "I like @Lidl but wouldn't trust their meat"
@Lidl decides to contact said person, trek them to a highland in Scotland and meet the guys & girls who produce the meat. They learn a thing or two, film some scenic and earthy content, and then admit their ignorance and turn it into good grace.
A Very smart, repeatable campaign across several different product categories.
Lidl wonder they are doing so well.