Differentiation in the grocery category is difficult.

Everyone claims high quality and low price, but here’s the thing - Lidl’s prices are even lower than low. So much so that it seems like they might be up to something. This is where suspicious was born.

High Quality + Low Prices = Suspiciously Low-Priced Groceries.

This brand campaign invites Lidl’s customers to embrace their inner skeptic. In each project, we feed Lidlers bread crumbs in the form of conspiracies & scandals, all the while maintaining an appealing and desirable quality.

suspicious images

In this campaign, we take a look at groceries through Lidl’s suspicious lens. The challenge was finding a way to make everyday produce look delicious & fresh, while at the same time casting them in a uniquely suspicious light. These were used on billboards and outdoor signage to promote new store openings and to spread the *suspicious* word.

Weekly promo

Every week, Lidl runs a paid social media promotion. Each week, I worked with my copywriter to come up with a suspicious concept to promote said item.

The suspicion must relate back to the sourcing, pricing or nature of the product without sacrificing taste appeal or venturing into criminal territory.

TV Spots