Category A06. Retail
Idea Creation BBDO BELGIUM Brussels, BELGIUM
Name Company Position
Sebastien De Valck BBDO Belgium Creative Director
Arnaud Pitz BBDO Belgium Creative Director
Klaartje Galle BBDO Belgium Creative Director
Michiel Baeten BBDO Belgium Copywriter
Frédéric Delouvroy BBDO Belgium Art Director
Isabel Peeters BBDO Belgium Client Service Director
Michelle Stas BBDO Belgium Account Director
Evelyn Savels BBDO Belgium Account Manager
Jolien Noppen BBDO Belgium Account Executive
Emilie Kino BBDO Belgium Account Manager
Shi Qi Ji BBDO Belgium Account Executive
Nicolas Van Poeck BBDO Belgium Radio Producer
Jan Van Brakel BBDO Belgium Strategic Planner
Koen Brandt Het Geluidshuis Composer

View Script

Write a short summary of what happens in the radio advert

This radio commercial lets the listener hear a recipe for spaghetti in the form of sound. Only one singer’s voice is heard, singing the separate ingredients in the right order of use. The melodies of each ingredient are mixed together a capella style, letting the ingredients flow together and form a piece of music that sounds delicious. Just like the flavour combinations taste together in your mouth. Right before the final touch of the recipe is added, a voice over directs you to an online recipe platform.

Cultural/Context information for the jury

In Belgium, Lidl is known as a brand that is all about fresh products. They created an online recipe platform called ‘’, which they wanted to raise awareness around. This radio campaign was an ideal way to get the attention of listeners during the day, inspiring them to use Lidl’s fresh products and combine them to create something delicious when they go to the store or come home in the evening.


One singer's voice, mixed in a capella: Onion Ground beef Carrot Tomato Salt Pasta Grated cheese Voice over: Sounds good doesn’t it, spaghetti? Check the recipe on Lidl.