Keep The Love Fresh



Agency: BBDO
Art Director: Gertjan De Smet
Copywriter: Frederik Clarysse
Creative Directors: Sebastien De Valck, Arnaud Pitz
Project Type: Produced, Commercial Work
Client: LIDL
Location: Brussels, Belgium
Packaging Contents: Fresh Fruits
Packaging Substrate / Materials: Paper, plastic
Printing Process: Digital printing

This valentine, Belgians showed their lover true emotions, with a fresh emoji. Supermarket chain Lidl inspired them with a unique new packaging for bananas, peaches and eggplants – the most commonly used love emojis.
They were presented in “message boxes”, as an ideal for a Valentine message.

In recent years, food emojis became a popular way to send explicit love messages in a more subtle way. This Valentine, they could also be used outside the digital chat boxes.

Lidl inspired its fans to go for real, tangible and fresh emojis this year. Fresh peaches, eggplants and bananas, straight from Lidl supermarkets. Each of these fresh foods got a new “message box” packaging that was customizable with a personal message.

For those who didn’t make it to the store, Lidl had an extra surprise. The supermarket chain came to train stations and shopping areas and provided commuters with free message boxes filled with fresh emojis.

Thousands came home with a real love message, straight from the heart.

One that, for sure, was fully appreciated.

What’s Unique?
Lidl found a creative way to link their range of fresh fruits to the never so popular emoji culture.