Under the message “Grill for all and everything for the grill”, the campaign encourages team cooking. In Romanian culture, grilling is often associated with individual responsibility – only one person does the cooking and the rest just watch. Lidl Romania aims to change this paradigm by inviting Romanians to take an active part in grilling. With an extensive range of grilling products: meat and fish, beer, wine, vegetables, grills, grilling utensils, charcoals, and even sunscreen products – Lidl offers everything needed for a complete grilling experience.
The concept of the new campaign created by MullenLowe Romania for Lidl Romania started from an authentic family insight: whether we think of relatives or friends, Romanians are divided into two categories – those who cook and those who eat. But Lidl Romania proposes to be a team and join forces for a new national sport – grilling – where everyone, from those who open the meat casserole to those who light the fire or chop the vegetables, plays for the same “goal”.
“We want every moment spent around the grill to become an authentic experience and to bring back the team spirit among loved ones in a relaxed atmosphere. With this campaign we show that it’s not just the cook who is the center of attention, but every participant contributes – whether preparing the ingredients, chopping the vegetables or bringing the good mood. We see grilling as a sport, so we invite everyone to join the cooking team, led for the first time by our campaign partner Răzvan Lucescu. In the new TV spot dedicated to the Lidl campaign, he inspires Romanians to become ” grill coaches” and to bring taste and this collective sport to the level of performance on their plates“
Oana Radu, Marketing Director Lidl Romania.
The campaign for MullenLowe Romania’s range of grill products will run on various media channels and will include both KV and TV spot, as well as a YouTube sketch featuring Răzvan Lucescu as a coach and supporter of the team sport – grilling. Through them, Romanians are encouraged to be a team at the table, but also in the kitchen, because Lidl has grill for everyone and everything for the grill.
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Teams involved
MullenLowe Romania: Cristiana Belodan (Managing Director), Simina Leotescu (Strategy Director), Alex Petrescu (Creative Director); Florian Langa (Group Creative Director), Bianca Dragu (Head of Art), Andrei Ropotă (Senior Copywriter), Alina Georgescu (Art Director), Mircea Solomiea (Senior Graphic Designer), Adrian Radu (AV Director), Anca Duță (Group Account Director), Silviu Clinciu (Account Director)
Lidl Romania: Oana Radu (Marketing Director), Nicoleta Maican (Advertising Manager), Alice Riegler (Marketing Project Manager), Raluca Elena Rotaru (Digital Project Manager), Raluca Nistor (Social Media Project Manager), Ioana Alexandra Dumitrescu (Social Media Project Manager), Alina Tane (Digital Manager)
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About MullenLowe Romania
For 32 years in Romania, Mullen is an integrated marketing and communication agency, which aims to keep its entrepreneurial creativity mentality and dynamic spirit. The agency positions itself as a challenger to the traditional modus operandi in the creative process and adopts a working model based on integration and holistic perspective on communication.
Mullen’s creative product is designed as a business solution and not just communication in partnership with customers, through creative thinking, media innovation and a customer journey that differentiates our customers’ brand in the intense competitive landscape.
Mullen Romania is part of the international network MullenLowe Global, one of the largest communication networks worldwide, with over 90 agencies in America, EMEA and APAC, one of the holdings of Interpublic Group of Companies. In Romania, the agency is part of Lowe Group, one of the most important communication groups on the market.
For more information, visit romania.mullenlowe.com, the Mullen Facebook page or the MullenLowe Romania LinkedIn page.
