BRIEF
For Black Friday 2023, Lidl Portugal wanted to cut through the noise of the season’s overwhelming sales with a campaign centered on one flagship product: the Monsieur Cuisine Smart, a multifunctional kitchen robot that cooks, steams, chops, weighs, blends and more. The goal was to drive attention, traffic and conversion using an aggressive cashback mechanic: customers would pay €499 and receive €500 back. The communication challenge was to turn this bold offer into a culturally resonant campaign that felt smart, fun and unmistakably Lidl.
For Black Friday 2023, Lidl Portugal wanted to cut through the noise of the season’s overwhelming sales with a campaign centered on one flagship product: the Monsieur Cuisine Smart, a multifunctional kitchen robot that cooks, steams, chops, weighs, blends and more. The goal was to drive attention, traffic and conversion using an aggressive cashback mechanic: customers would pay €499 and receive €500 back. The communication challenge was to turn this bold offer into a culturally resonant campaign that felt smart, fun and unmistakably Lidl.
WHAT WE DID
We launched a multi-platform campaign under the line “A promoção que vai triturar todas as outras” ("The deal that will crush all the others"), tying the robot’s culinary functions to the concept of demolishing the competition’s offers. The visuals and film featured the Monsieur Cuisine Smart literally destroying stacks of Black Friday leaflets.
We launched a multi-platform campaign under the line “A promoção que vai triturar todas as outras” ("The deal that will crush all the others"), tying the robot’s culinary functions to the concept of demolishing the competition’s offers. The visuals and film featured the Monsieur Cuisine Smart literally destroying stacks of Black Friday leaflets.
Here's the deal that will crush all the others. Monsieur Cuisine Smart, now with more than 100% off.
On digital, the concept extended into the humorous branded content series Ela por Ela (“even trade”), highlighting that buying the robot essentially cost nothing. In each episode, a comedian-host traded a recipe made with the MC Smart for a story, tip or joke from a guest, like swapping a bolo (cake) for a tale from Portugal’s rugby team, the Lobos, or a risotto for riso (laughter) with the country’s top comedian.
When there’s just 1 day left for the Monsieur Cuisine Smart deal
When they ask me why I bought the MC Smart: 400 recipes built-in, €500 in shopping credit, reserved on the app in 1 minute
How to get 100% off the MC Smart: App reservations sold out X More available in stores starting 30.11
The person who booked it on the app / The person buying it straight from the store
Lidl: We’re putting the reserved-but-not-purchased robots back on sale / Me:
O Escritório (Lisbon)
Creative Directos Nuno Jeronimo and Pedro Pinho
Digital Supervisor Fabio Polido
Copywriter Murilo Zeneddine
Art Director João Gabriel Gragnani
Creative Directos Nuno Jeronimo and Pedro Pinho
Digital Supervisor Fabio Polido
Copywriter Murilo Zeneddine
Art Director João Gabriel Gragnani