Lidl successfully re-established the brand as a relatable and engaging brand by employing humor and cultural trends. This new strategy allowed the communication to move beyond price-focused competition, creating memorable campaigns. Creative use of offers, including inspiring and cheeky visuals, generated viral social media reactions. A music video collaboration amplified the playful rivalry with competitors even further. The launch of the Lidl sneaker, initially an April Fool's joke, became a limited-edition product, significantly increasing its value and solidifying Lidl's position as a cultural phenomenon.

A sustainability initiative educating on plastic types was delivered through a 360° campaign featuring a high-profile testimonial, enhancing the reputation of Lidl's water brand, Saskia. The TV spot, inspired by a blockbuster series, featured the football legend Lothar Matthäus, blending drama and humor. This pop culture-infused campaign was another highlight generating media buzz and effectively promoting limited edition cans for UEFA EURO 2024.