Lidl UK: Baby Experts by TBWA\London

TBWA\London has launched Lidl's new baby range, Lupilu, with a range of shot TV spots. The campaign aims to give a voice to those can't even speak yet—babies, the real experts.

Given a brief to introduce a new brand into a competitive category, dominated by established brands and highly dependent on trust and advocacy, TBWA's campaign uses sharp humour and frank acknowledgement of the realities of parenting - mopping up vomit, changing nappies and messy feeding times - to break through.