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Ad of the Day: Lidl uses flightless birds to issue veg transport pledge


By Amy Houston | Reporter

September 7, 2022 | 3 min read

This illustrated Lidl print ad cleverly conveys the retailer’s promise to stop transporting fruit and vegetables by air in Sweden.

Lidl Sweden

Lidl Sweden’s print ad features illustrations of flightless birds / Lidl Sweden

Taking the style of scientific drawings, the ad monochromatically depicts various birds including a penguin and an emu, which don't fly. The end picture shows a Kiwi fruit with the description ‘stopped flying three months ago’ – a double entendre as Kiwi birds are famously flightless.

In recent years, Lidl Sweden has worked to reduce its use of air transport and claimed to be the first chain in the country to stop flying fruit, vegetables and other food items to its stores. This decision was made after analyzing the sustainability consequences of air transport.

The ad originally ran in Swedish morning paper Dagens Nyheter on July 6 this year, and has since been trending on social media.

Lidl Sweden2


Agency: Garbergs

Art director: John Lundquist Coey

Copywriter: Fredrik Sundqvist

Designer: Ola Johansson

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