The campaign dedicated to the Lupilu brand speaks not only about the range of products for babies and children but also about family life and what it truly means to be present—among emotions, challenges, and, above all, love.
Under the message “Let time tell your story,” Lidl’s campaign puts the youngest family members at the center—through the story of parents growing alongside them. From the very first day to the last diaper, Lupilu is there for them, in every moment that matters.
The new campaign developed by MullenLowe Romania highlights not just the child but also the parents’ relationship. When mom and dad work as a team and there is love and respect between them, the little one lives and grows in the healthiest and safest environment. And Lupilu is there with them on this journey, offering all the support they need.
The Lupilu campaign, created by MullenLowe Romania, comes to life across multiple media channels—from a TV spot that tells a story of three, to two complementary and authentic perspectives on YouTube, where mom and dad sincerely share their parenting journey. All tied together by a unified Key Visual that captures the emotion of a day in the family’s life, alongside Lupilu.
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Teams involved
MullenLowe Romania: Cristiana Belodan (Managing Director), Simina Leotescu (Strategy Director), Alex Petrescu (Creative Director), Andreea Golban (Head of Copy), Bianca Dragu (Head of Art), Andrei Ropotă (Senior Copywriter), Matei Chebeleu (Art Director), Valentin Ionescu (Art Director), Mircea Solomiea (Senior Graphic Designer), Adrian Radu (AV Director), Anca Duță (Group Account Director), Silviu Clinciu (Account Director), Elena Enciu (Senior Account Manager).
Lidl Romania: Oana Radu (Marketing Director), Nicoleta Maican (Advertising Manager), Anca Banea (Marketing Project Manager), Alina Tane (Digital Manager), Ilinca Bantas (Digital Project Manager), Raluca Nistor (Social Media Project Manager), Elena Camelia Ene (Social Media Project 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.
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About Lidl
Lidl, part of the Schwarz Group, headquartered in Neckarsulm, is one of the leading food retail companies in Germany and Europe. Lidl currently operates over 12,350 stores and more than 225 logistics centers and warehouses in 31 countries.
Lidl is a smart discounter that offers customers products with the best price-quality ratio. Behind the services and operations in stores and logistics centers lie simplicity and efficiency. The standardized process design and structure are ensured by Lidl Stiftung, headquartered in Neckarsulm.
Currently, Lidl has around 375,000 employees, including more than 12,000 in Romania, where the German retailer operates over 350 stores and 6 logistics centers. The dynamism of daily activities, sustainable results, and fairness in professional cooperation create the working environment for Lidl as an employer, worldwide.
