Summer is the most important season for grocery chains in Finland. It determines, who is the winner end of the year and the competition is fierce. Lidl is the 3rd biggest player in the market. For Lidl, summer season is vital, and the summer campaign is the biggest campaign of the year in every way. But, unlike other chains, Lidl doesn’t base their summer campaigning on offers, but on branded content. The goal was to take over the whole summer and increase sales profitably – not by lowering prices.

As a nation, we Finns are a bit bipolar: during winter, we tend to be gloomy, but in summer we try to enjoy every day to the fullest. In a way, summer is a metaphor for life – you have to live right there and then, because tomorrow it could be too late. That’s why Lidl encourages Finns to live like it’s the last day of summer. The concept came to life through a personal Finnish family, and particularly their son, Lidl Stingy.

Meat suppliers and other grocery chains in Finland are all starting to campaign under the same theme in every May: THE GRILLING SEASON IS HERE. Lidl doesn’t want to settle for this self-evidence, they want to take over the whole summer, not just grilling.

The concept, Live like it’s the last day of summer, provides Lidl an optimal platform to create content that inspires and engages consumers the whole summer. The song ‘Summer is Crazy’ and the music video are the perfect samples of entertaining content that Finnish people consume.

During the active campaign time (May–June 2018):

- Sales grew almost 10 % on average (approx. 70M euros)

- Lidl's market share grew by 0,33 %

- 81 % of Finns remembered the campaign

- Buying interest grew and was 61 %

In addition to all commercial results:

- 'Summer is Crazy' was #1 on Spotify's viral list two weeks in a row

- The music video has been watched over 2,1M times in Youtube

- Over 20 000 videos on TikTok (formerly Musical.ly)

- Hundreds of thousands views of the campaign spots on Youtube

- Over 1,5 views for Lidl Stingy's vlog posts

- Lidl's FB & IG posts received tens of thousands comments and likes