Shop Your Fridge
Creative idea
Shop Your Fridge expanded Lidl’s brand experience by turning the familiar world of deals into a reminder: check your fridge before buying. We used retail knowledge that makes products fly off shelves to help food fly out of fridges before expiring. Ads promoted in-fridge products at the unbeatable price of ZERO – because enjoying what you already bought costs nothing. Tutorials showed how to use retail shelf science at home: Eye Level Strategy, Priority Shelves, and Stock Rotation made perishable items visible and tempting. The campaign made Romanians mindful shoppers while letting them enjoy the best deal of all: using what they’ve already paid for.
Brand name: Lidl
Advertiser / client: Lidl
Product / service: FMCG
Campaign name: Shop Your Fridge
Agency network: MCCANN WORLDGROUP
Agency: MRM Romania
Agency chief executive officer: Catalin Dobre
Chief creative officer: Ioana Zamfir
Executive creative director: Costin Bogdan
Creative director: Adrian Rusu, Group Creative Director: Mihai Constantinescu, Paula Ionescu
Account director (agency): Ionela Ionescu
Client account director: Account Manager: Catalina Popescu, Senior Account Manager: Ruxandra Oprea
Additional company: Content Director: Ionut Cojocaru;
Senior Strategic Planner: Anne Schepp;
Head of Business: Andreea Sofrone;
Head of Production: Alexandru Platon;
AV Manager: Mihai Panturu;
Director Corporate Affairs: Maria Mihai;
Corporate Communications Manager: Maria Mosores;
CSR Manager: Ramona Vieru;
Corporate Communications Consultant: Bianca Cenusescu;
Corporate Communications Specialist: Oana Dragomir;
CSR Specialist: Andreea Ungureanu
