Lidl - Pet Brother

In a nutshell

Challenge

Cooking for the 'gram. Singing in the shower. Hiding a pile of clothes in the wardrobe. Or binging on Netflix and ice-cream after a break-up. Our pets see us at our worst, but still think we are the best. Lidl wanted to reward pets for the daily affection they show us and encourage owners to buy its own pet food brands: Orlando & Coshida.

Solution

We let pets themselves direct Lidl’s content and make the whole internet smile while watching Pet Brother. The first online series that showcases the lives of perfect lifestyle influencers, as unseen before: raw, unedited, unfiltered. As seen through the eyes of their most loyal followers - their pets.

Results

+25% YOY sales for own pet food brands

On average + 8 million impressions / season

The initial project was extended for 3 years, resulting in 3 seasons of unique social content, doubled by in-store promos and ATL communication.

VMLY&R Romania 2020-2023

A young man celebrating a birthday in a cozy kitchen with two dogs, a puppy on the floor and a dog on a crate, with party cupcakes and decorations, in front of a blue refrigerator. The scene has warm lighting and a Lidl logo in the bottom left corner.
A young man lying on the wooden floor taking a selfie with a black and white dog. There is furniture and a backpack in the background. The logo for Pet Brother is in the lower right corner.

3 seasons of digital content series

A woman sitting on the floor of a modern home, smiling while playing with a large brindle and white dog, with green plants and large windows in the background.
A man with long brown hair and glasses holding a black cat wearing glasses. The image includes a blue promotional overlay with the Pet Brother logo, Romanian text, and a Coshida logo.
A man with gray curly hair and a beard holding a small dog, with a background of a room with windows and colorful curtains. The left side features a bright yellow background with text and graphics related to a pet-focused show.
A woman with long blonde hair sitting beside a white and brown dog in front of a computer monitor. To the left, a blue and yellow graphic with logos and text in Romanian related to pet health, featuring a small dog icon and a background of the flag of Portugal.

TVC