Lidl - In Fridge Promo

Alte Creatii

CONTEXT:

Here’s “the good deal paradox”: Romanians chase discounts to save money, yet throw away food worth 1000 euros/person/year, because they buy what they already have in the fridge.

As a discounter Lidl understood what Romanians best respond to: the language of promotions and urgency. So it used this to trigger a behavioral change: shop your fridge before shopping the store.

We treated the fridge like a retail space and promoted products on fridge shelves just like the ones on store shelves. Tutorials thought people how to organize their fridges following retail principles such as Eye Level Strategy and Priority Shelves. We also hijacked the promo format, signaling in-fridge products with a head turning price: ZERO.

Lidl is known for great quality at the best price. Now that promise goes beyond the store, allowing people to save money by enjoying the best deal of all: using what they’ve already paid for.

Echipa agentiei
Catalin Dobre – McCann Worldgroup Romania – CCO
Ioana Zamfir – MRM Romania – Creative Director
Costin Bogdan – MRM – Creative Director
Adrian Rusu – MRM Romania – Creative Director
Ionut Cojocaru – MRM Romania – Content Director
Mihai Constantinescu – MRM Romania – Group Creative Director
Paula Ionescu – MRM Romania – Group Creative Director
Anne Schepp – MRM Romania – Senior Strategic Planner
Andreea Sofrone – MRM Romania – Head of Business
Ionela Ionescu – MRM Romania – Regional Account Director
Catalina Popescu – MRM Romania – Account Manager
Ruxandra Oprea – MRM Romania – Senior Account Manager
Alexandru Platon – MRM Romania – Head of Production
Mihai Panturu – MRM Romania – AV Manager

Echipa clientului
Maria Mihai – Lidl – Director Corporate Affairs
Maria Mosorescu – Lidl – Corporate Communications Manager
Ramona Vieru – Lidl – CSR Manager
Bianca Cenusescu – Lidl – Corporate Communications Consultant
Oana Dragomir – Lidl – Corporate Communications Specialist
Andreea Ungureanu – Lidl – CSR Specialist

Agentie

MRM//McCann

Brand

Lidl

Campanie

In Fridge Promo

An

2025

Tara

Romania

Companii

McCann Worldgroup MRM//McCann

Branduri

Lidl

Campanii

In Fridge Promo

Oameni

Adrian Rusu Alexandru Platon Andreea Sofrone Andreea Ungureanu Anne Schepp Bianca Cenusescu Catalin Dobre Catalina Popescu Costin Bogdan Ioana Zamfir Ionela Ionescu Ionut Cojocaru Maria Mihai Maria Mosorescu Mihai Constantinescu Mihai Panturu Oana Dragomir Paula Ionescu Ramona Vieru Ruxandra Oprea

Pozitii

Account Manager AV Manager Communications Consultant Communications Specialist Content Director Corporate Communications Manager Creative Director CSR Manager CSR Specialist Director Corporate Affairs Group Creative Director Head of Business Head of Production Regional Account Director Senior Account Manager Senior Strategic Planner

Branded

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