Martin Agency takes the Lidl fight to the US

We’ve remarked before on some of the tricks of the grocery trade – like Waitrose cuttings its chops in half – and Lidl is taking the fight to the US with a new campaign from The Martin Agency. First up is an assault on ‘fruit pyramids,’ a good way of hiding the stuff that’s less than fresh.

And in case you haven’t got the message, a punchy use of eight seconds.

VP David Muhlenfeld says: “When you get a chance to work with a brand as fearless and competitive as LIDL, you have to deliver work the category won’t see coming. So we went semi-ballistic and took a cheerful hammer to fruit pyramids and all the other tricks traditional groceries use to make you pay more than you should.”

MAA creative scale: 7.

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