MullenLowe was selected winner of the pitch organized by Lidl Romania for the development and implementation of the brand campaign anchored in the responsibility towards the environment, employees and community.
“We have never been characterized by doing things half way, and this can be observed by analyzing our company’s involvement in the communities in which it activates, both locally and internationally. Lidl’s development is based on a long-term strategic vision, where responsibility towards the environment, employees and community represents a priority. MullenLowe has built a creative concept which communicates our vision with extreme power and relevance and puts the future in a new perspective, through one simple, yet meaningful phrase: See you tomorrow!”, says Maria Pârvuleasa, PR & CSR Manager, Lidl Romania.
“The creative direction on which the new campaign is based is actually an invitation to carefully build tomorrow, an open statement that encourages dialogue and involvement. This also includes Lidl’s promise to actively and responsibly contribute to the building of a better future, a commitment that is going to be communicated both to the external public and to the employees”, adds Alina Bălan, Client Service Director, MullenLowe.
The campaign signed by MullenLowe aligns with Lidl’s global CSR direction – For a better future, that shows the company’s preoccupation for sustainability and efficiency and includes a long-term green development plan. The retailer’s stores use equipment of the highest performance and cost-efficiency heating-cooling technology, the company recovers almost 100% of the transport packaging, and the office building, as well as the logistics headquarters in Lugoj, are going to be BREEAM certified.
From the MullenLowe team: Manuela Gogu (Creative Integration Director), Simina Zidaru (Copywriter), Valentin Lică (Senior Copywriter), Robert Șopârlache (Senior Art Director), Alina Bălan (Client Service Director), Andra Panaitescu (Account Manager), Andreea Lipară (Research Executive).