Lidl \ Baby Experts

For the launch of Lidl’s new baby range, Lupilu, we gave a voice to those who can’t even talk yet.

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We launched Lidl’s new and improved baby range, Lupilu. Our challenge was to introduce a new brand in a competitive category, dominated by established brands and highly dependent on trust and advocacy. The convention is to show cute babies as nothing more than smiling extras, not giving them the proper respect they deserve. With our idea 'Loved by the Real Experts', we took a different approach that puts babies front and centre. 

We gave a voice to those who can’t even talk yet, by taking real advocacy and communicating it through the unusually mature inner dialogs of our babies. This campaign runs across TV, cinema, social, print and specifically optimised video content for digital.


We are The Disruption® Company. If you’re not disrupting, you’re conforming. If you’re conforming, you’re going unnoticed. So we disrupt. Disruption is our starting point and our guiding light. It’s a unique TBWA way of thinking. A proven, successful, collaborative business tool that helps us forge a unique path for the growth of our clients’ brands. It’s the art of asking unexpected questions in order to get to a place nobody else has discovered. Ask the same old questions, you get the same old answers. And old gets you nowhere. The status quo is there to be upset. Let’s upset it. Let’s disrupt it.

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