AGENCY
Pink Squid

MY WORDS AND WISDOM
Hero Headlines
Tone of voice
Scripts
Web copy
Brand guidelines

PARTNERS IN CRIMEATIVE
CD: Manjoor Azizul
AD: Munraj Singh Chawla
Motion: Daniel Osbourne
Strategy: Laura Roberts
PM: Jessica Child, Alice Humphries

Thousands of colleagues, one
exceptional collective.

LIDL GB

When retention and attraction rates began to fall for Lidl GB, they knew they needed to cut through the noise - but they didn't know where to start. Enter, Pink Squid, with a cool, calm and collective employer brand that tells anyone with the right attitude, You're Lidl like us.

Whether you're a skateboarder, baker or cat mum, at Lidl, you can come together as one exceptional team, celebrated for your differences and united by your goals.

What started out as a question ("will anyone at Lidl even have any interesting hobbies?!") became an exercise in authenticity, inspiring a concept that heroes real colleagues and their interests thanks to my newly developed Lidl lingo. It's aspirational, yes, but decidedly relatable, with a bold but believable voice to boot.