Lidl: Keep Love Fresh

This Valentine, Belgians showed their love true emotions, with a fresh emoji. Discount grocery chain Lidl inspired them with a unique private brand packaging for bananas, peaches and eggplants – the most commonly used love emojis.

They were presented in “message boxes”, as an ideal for a Valentine message.

In recent years, food emojis became a popular way to send explicit love messages in a more subtle way. This Valentine, they could also be used outside the digital chat boxes.

Lidl inspired its fans to go for real, tangible and fresh emojis this year. Fresh peaches, eggplants, and bananas, straight from Lidl supermarkets. Each of these fresh foods got a new “message box” packaging that was customizable with a personal message.

For those who didn’t make it to the store, Lidl had an extra surprise. The supermarket chain came to train stations and shopping areas and provided commuters with free message boxes filled with fresh emojis.

Thousands came home with a real love message, straight from the heart.

One that, for sure, was fully appreciated.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.