Food waste is a big issue in Romania. Encouraged by aggressive promos from retailers, Romanians over buy, keep the food in the fridge until it expires and then are forced to throw it away. This is how they end up wasting 16 kg of food every month. So how can LIDL make Romanians buy in a conscious way?

If people love promos, let’s give them the best one yet. We launch a campaign that, for the first time, doesn’t promote the food you should buy, but the food you already bought and might forget about. And it costs ZERO. Following this simple promo format we create prints, POSMs and TV ads, all reminding people to enjoy LIDL products until the last drop, piece or slice.