Lidl and MullenLowe Romania bring together the Lucescu family generations in a new Lidl campaign

Lidl and MullenLowe Romania bring together the Lucescu family generations in a new Lidl campaign

New Business

27 Aug 25

What happens when you have three generations of the Lucescu family in the kitchen and a desire to play that brings to the fore the quality and freshness of the meat in Lidl stores?

The answer comes from Lidl Romania and MullenLowe Romania, which are launching a new phase of their campaign dedicated to promoting meat and fish products, under the slogan “Meat for everyone and everyone for meat.”

This time, cooking moves up to the big leagues and becomes a family sport in the Lucescu family kitchen. Răzvan Lucescu takes the field alongside his father, Mircea, and his son, Matei—a legendary trio, a first in Romania, in front of the cameras and in front of the stove. Three generations, three different styles, the same strategy: to cook well and share the taste of victory.

We wanted to launch a campaign that would talk about the quality of Lidl products, but also bring to the center stage the emotion and importance of cooking as a family. Because, in addition to the variety and freshness of the products, good meals start with loved ones. We are glad we had the opportunity to tell this story alongside the Lucescu family. Together with them, we knew we had all the ‘ingredients’ for a different and memorable campaign.

Oana Radu, Marketing Director at Lidl Romania

I understood long ago that great victories are not experienced alone. It's the same in a family: joy only has value when you share it. I appreciate that Lidl has created a context in which these simple but essential values have been placed at the center of our campaign.

Mircea Lucescu

The TV commercial shows the Lucescu family in the kitchen strategizing their game plan. Three generations and a single game plan, where Lidl’s selection of meat and fish is in all the key positions to conquer the culinary field. The campaign, created by MullenLowe Romania, will run on a mix of media channels and includes a TV commercial, complemented by a YouTube sketch featuring the Lucescu family in a new derby in the kitchen arena.

The kitchen is just like a football team's locker room before a big game, when the coach and players work out the organizational details. It's the same with preparing meals: we have the idea, we have the cooking tools, we have the specialist who knows the game plan and, last but not least, we have the products. And when the meat is good and the team tactics are successful, victory comes naturally.

Florian Langa, Group Creative Director at MullenLowe Romania.

“Meat for everyone and everyone for meat” is a statement about how cooking brings generations and tastes together and creates moments. In an era where time together is increasingly precious, Lidl encourages family cooking: in the kitchen, we are all on the same team.

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MullenLowe România: 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), Matei Chebeleu (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), Iulia Cercel (Account Executive), Oana Chiriac (Senior Traffic Manager)

Lidl România: 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).

Lidl and MullenLowe Romania bring together the Lucescu family generations in a new Lidl campaign

Lidl and MullenLowe Romania bring together the Lucescu family generations in a new Lidl campaign

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