Behind the Labels

Many stereotypes and the ‘low-cost’ label keep people from seeing Lidl’s true identity as one of the market’s most rewarded employers.

How do you dispel the myths and prejudices that keep people from understanding and recognizing Lidl’s values and human face as an employer?

A campaign that highlights the real issue, the labels we put up, and encourages us to look behind them by introducing us to the company’s real people.

A 360o campaign across TV, print, in-store, digital (SoMe, YouTube, Web TV, Premium Display, Native), and internal channels, based on the stories of real employees, who also play themselves in the campaign and discuss their career paths and the numerous benefits of working at Lidl.