Lidl Italia

The Objective

By transforming its traditional weekly flyer into native TikTok entertainment, Lidl Italia successfully launched its organic profile and won the "Greatest TikTok 2025" award, proving that a hybrid Organic + Paid strategy can turn a mass retail brand into a true cultural phenomenon.

Lidl Italia aimed to launch its TikTok profile, positioning itself not just as a leader in the mass retail sector, but as a true "Love Brand." The main challenge was ambitious: to make a classic supermarket weekly flyer interesting on TikTok and get new generations to love it. The brand wanted to avoid purely transactional communication, seeking instead to translate its offers into a language that genuinely resonated with the community. From this insight, the character of Lidia was born. As the self-proclaimed designer of the flyer, Lidia is an irreverent and fun character created specifically to give a new voice to the offers.

The Solution

In collaboration with the creative agency Caffeina, Lidl Italia developed a hybrid communication strategy for 2025 (organic + paid) centered around"The launch of TikTok with Lidia". In addition to wisely using ad premium formats like TopView, the Brand was able to build an authentic and highly engaged community, turning a traditional promotional tool into a weekly appointment of pure entertainment.

To keep the community actively involved, Lidia's content relied heavily on humor and direct interaction, such as collecting the best love experience from the Community during Valentine's Day. The strategy reached its peak with a highly successful channel takeover featuring the iconic, masked Italian singer M¥SS KETA. Playing on the shared "mystery" of the two faceless icons (since Lidia's true identity is also kept hidden), the collaboration created a massive viral moment that bridged digital storytelling with physical retail. The best-performing organic content from these activations was then strategically amplified through ad campaigns (such as Spark Ads), creating a seamless ecosystem where pure entertainment drove commercial discovery.

The Results

The strategy redefined best practices for the Retail & Supermarkets sector on the platform, culminating in the victory of the prestigious Greatest TikTok 2025 award. By combining organic creativity with strategic paid amplification, Lidl Italia recorded groundbreaking numbers in less than a year:

• +334K new followers acquired.

• 22 Million unique users reached (Reach).

• 1.7 Billion total video views.

• 4.7 Million interactions generated (Engagement).

Lidl proved that a bold, native approach can transform a traditional commercial asset into a true cultural phenomenon, shifting the paradigm from "buying attention" to "earning participation."