Early in 2021, Lidl came to us with a challenge: their award-winning Irish beef was just as good as any other beef on the market yet there were still some unfounded quality perception issues. To overcome this and to win a bigger share of the main shop, we needed to do something their competitors wouldn’t do, something uniquely Lidl; we aimed for disruption and superiority, not parity.
Our campaign was based on a simple insight about Irish people. We are a nation of begrudgers. Bono, Conor McGregor, Sally Rooney – there’s nothing like the sight of another Irish person doing well to make the rest of us resent their success. In Lidl, their beef is so good it has become the star of the store. So we took to the streets (well, the aisles) to find out what the other foods really think of the new Lidl Beef ad. And it turned out that Irish food is just like Irish people. There was a little bit of “beefgrudgery” there too.