Denner Whistleblower
Stole Lidl's heart together with Denner
“Stolen! The Swiss heart of Lidl is gone.” Apparently, a thief wearing a Denner jacket stole the heart from the Lidl logo. Captured on surveillance camera. We weren't entirely innocent in this: the concept behind the robbery story and its implementation are our doing. Sorry, not sorry.
Denner's statement: “Now the Swiss heart is back where it belongs.”
This year, the hearts with the Swiss cross have disappeared from various Lidl Switzerland logo applications. With a humorous campaign based on a movie-worthy theft, we are working with Denner to turn Lidl's secret maneuver into a talking point – and show which discounter is truly Swiss.
The campaign, which was developed in a short period of time, was distributed across a wide range of channels: from various social media assets to cinema advertising, display ads, and the cover of 20 Minuten. Not to mention a large number of organic media reports from Blick, watson, and persoenlich.
The newsjacking campaign has polarized opinion, as comments on TikTok and Instagram show. Denner responded promptly with a humorous campaign, positioning itself strongly as Switzerland's original discount retailer. Lidl Switzerland took the campaign in good spirit.
