Brief

Lidl bakery is so popular that it gets mentioned every single day on Twitter. Lidl turned some of those real, positive Tweets into a song - a re-record of ‘N-Trance - Set You Free’, turning the original lyrics into those tweets. Our brief as their social agency:

• Activate Ode to Bakery in a social-first way.

• Drive mass talkability and salience on TikTok to get people talking about Lidl Bakery on the platform​.

Idea

A pass-the-mic style TikTok challenge. We see Kelly (the lead singer) singing Ode to Bakery in-store but she leaves a gap in the lyrics so fans can duet the content themselves and give their own ode to bakery.

We supported the campaign with the help of TikTok creators, taking on the challenge for themselves.