Lidl and MullenLowe Romania guarantee it’s worth getting Wrapped for freshness and fresh meat, and present the new You Know and You Cook video miniseries

Miruna Macsim 22/08/2023 | 15:55

The wide range of fresh meat, its unique characteristics, and all the secrets for an exceptional dish become the stars of the new campaign Wrapped for freshness, launched by Lidl Romania and signed by MullenLowe Romania.


Meat is, without a doubt, one of Romanians’ favorite foods. And Lidl knows this very well. Fresh, packaged meat at the best price-quality ratio has always been Lidl’s specialty and it was the time that everything related to the uniqueness and variety of assortments in stores to become fully known by consumers.

So, we take the unique features and turn them on all sides. When it comes to meat, freshness, and safety are defining characteristics. All these aspects are put under scrutiny – from the portioning and marinating process that prepares the meat for a top-notch barbecue, to the packaging process that keeps it fresh. At Lidl, meat is always packaged – and not anyway, but in special systems, with vacuum packaging or special easy-to-unseal containers, with trays that collect the liquid. With such a process, there was only one step to Wrapped for freshness. The name speaks for itself about the passion, dedication, and seriousness of every specialist involved in the meat’s journey from factory to shelf – but also about every consumer who never compromises on quality. About cooking enthusiasts and gourmets. About each and every one of us.

The campaign takes consumers into a discovery of the products range’s universe, down to the smallest details. The TV spot takes them behind the scenes of Lidl’s factories where meat is sliced and packaged in the safest conditions. And the online miniseries “You Know and You Cook” reveals, with a fine humor familiar to Lidl fans, countless product information and secrets for enthusiasts who cook and eat meat with pleasure. Why familiar? Because it brings the same Chef Florin Dumitrescu and Andrei Aradits face to face, this time in a captivating and entertaining quiz show, with an educational flavor.

Together with Lidl, we got <<wrapped>> about a campaign that has all the ingredients to become memorable for cooking and quality food enthusiasts. The communication of the meat range is based on Lidl’s essential values of freshness, quality and transparency, in an entertaining format that everyone can enjoy. <You Cook>> has the mission to bring fun and challenges to the culinary world, bringing together the already iconic duo of Chef Florin Dumitrescu and Andrei Aradits, in a flavorful competition, said Vladi Păunescu, Group Creative Director at MullenLowe Romania.

The six episodes of the “You Know and You Cook” series come with questions about meat, its quality and ways of preparation – which the two must answer as quickly as possible. The first to answer correctly gets to cook and eat the appetizing meat dish. Instead, the one who answers wrong gets a surprise challenge. Moreover, even consumers are part of the show, being invited each episode to participate in a contest that tests their attention to detail during the show, as well as their knowledge of meat. Without further spoilers, the first four episodes can already be viewed: episode 1, episode 2,  episode 3 and episode 4.

The campaign is completed by the dedicated website, which presents all useful information for meat consumers, from quality, traceability, variety and freshness to cooking tips. Add here all the campaign episodes and many other surprises: And serve with a good appetite and a smile.

The quiz show and TV spot can also be enjoyed on Lidl Romania‘s YouTube channel.

The MullenLowe Romania team involved in the campaign:

  • Silviu Antohe – Executive Creative Director,
  • Vladi Păunescu – Group Creative Director,
  • George Liloiu – Senior Art Director,
  • Andrei Ropotă – Senior Copywriter,
  • Mircea Solomiea – Senior Graphic Designer,
  • Adrian Radu – AV Director,
  • Andra Panaitescu – Client Service Director,
  • Anca Duță – Account Director,
  • Elena Enciu – Account Manager,
  • Silviu Clinciu – Account Manager,
  • Cristi Lupu – Senior Account Executive.
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