Client: Lidl UK
Date: Jun 2018
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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.


Creative Director: Andy Jex

Copywriter: Andreas Lefteris

Art Director: Elson Rodrigues

Production: Outsider

Director: Chris Balmond