Supermarket Lidl launched a new national campaign in Belgium. Their new slogan was “Make a good impression with our fresh products”. Belgium was covered by election posters at the time, because of the upcoming national elections. Politicians’ faces were everywhere, trying to impress voters. So Lidl decided to hijack those campaign posters and use them for their own campaign. We spotted posters of the most popular Belgian politicians. Next, we did photo shoots with models holding plates full of fresh Lidl products. Those then became the bodies of the politicians: we simply hung our posters so that it seemed like they where holding the plates. Simple as that, electoral campaigns became Lidl campaigns.
That’s how Belgian politicians became the faces of Lidl’s fresh product campaign.