Cannes 2017

ALL THINGS TBWA AT THE FESTIVAL OF CREATIVITY

"Trolls"
Lidl

TBWA\London

The scourge of the internet. The scourge of brands. Aggressive, critical, corrosive.

Best left alone, right?

But what if we could take Lidl’s biggest trolls and turn them into their biggest fans? We trawled social media for shoppers who inaccurately trolled the brand. Then we asked them if they fancied a job.

Real life online doubters were shipped off to spend a week with trawler men and farmers so they could see for themselves how Lidl source the highest quality meat and fish, sustainably.

Turns out… that some trolls are simply evangelists who don’t get out much.