Design by: BBDO
Client: Lidl Belgium
Contact: Jeroen Bal , Ifke Nauwelaerts, Lien Van Hoorebeke, Julie Longerstay Campaign
Agency: BBDO Belgium Creative
Director: Sebastien De Valck
Creative Director: Arnaud Pitz
Creative Team: Frederik Clarysse, Gertjan De Smet
Account Team: Isabel Peeters, Michelle Stas, Melissa Fastenaekels, Shi Qi Ji, Lieselot De Fraine
Strategic Planner: Jan Van Brakel
Design: Gertjan De Smet
Final Art: Petra Saelens, Daniela Simons
Production Company: BBDO Productions
Packaging Production: Hans Bos
Production Lead: Patricia Van De Kerckhove
Producer: Silke Ricour
DOP: Ilona Vanouplines Video
Editors: Dejvi Vandeveire, Valentin Taminiau Sound Production
Company: BBDO Productions
Photographer: Marcel Veelo


This valentine, Belgians showed their lover true emotions, with a fresh emoji. Supermarket chain Lidl inspired them with a unique new 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.

Keep The Love Fresh

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