A fashion launch that subverted category conventions.

The Challenge: With Lidl having released a merch range in Europe in 2020 that sold out almost immediately, they were anticipating the same thing would happen here in the UK. This quick sell out unusually became our business problem, as they didn’t want the merch to be gone and out of people's minds as quickly as they were off the shelves…

The Idea: Knowing that obsession with 90s culture is alive and kicking, we established a bright, bold 90s aesthetic for the range. We then created a flurry of content before the Lidl by Lidl range even dropped, ensuring Lidl lovers (and beyond) were hyped for what would be the fashion launch of the year. Once on shelves the range practically spoke for itself, appearing in over 382 pieces of earned media across the UK.