ADDED OOMPH: A RECIPE PLATFORM DESIGNED TO HERO PRODUCE.
Lidl consistently wins big at the supermarket awards, with 'Fresh Produce Retailer' being a standout. But public perception hasn't always kept up, and misconceptions around quality persist.
To shift the narrative and establish Lidl's roots as the affordable place for fresh produce, they needed a concept and identity to amplify their new recipe platform.
To shift the narrative and establish Lidl's roots as the affordable place for fresh produce, they needed a concept and identity to amplify their new recipe platform.
'Added Oomph'
You don't need to be the next MasterChef to make mouths water and fill hungry bellies. As every home cook knows, simple, quality ingredients are the key to great meals.
Added Oomph is a concept that heroes these ingredients, making each the real star of the show. It oozes passion for colour, taste and texture, sharing the foundations of great produce and the power each has to elevate a dish.
With quality at its core, Added Oomph is more than a look - it's a design language that celebrates the power of good food. An expressive typographic approach gives flavour a voice, bringing every last tomato, berry, and seed to life.
In true Lidl fashion, the tone is off-kilter and full of energy, with punchy colour palettes and playful fonts that mirror the vibrancy of fresh produce and the punch of big flavours.
THE IMPACT
This concept launched Lidl’s first recipe collection online and rolled out across a dedicated YouTube cooking series, generating almost half a million views. An ongoing series of cooking reels has extended the idea across Lidl's social channels, successfully positioning their produce as not just affordable, but championing the quality of each ingredient.
This concept launched Lidl’s first recipe collection online and rolled out across a dedicated YouTube cooking series, generating almost half a million views. An ongoing series of cooking reels has extended the idea across Lidl's social channels, successfully positioning their produce as not just affordable, but championing the quality of each ingredient.
