MullenLowe and Lidl Romania, new campaign with Chef Florin Dumitrescu

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Lidl Romania and MullenLowe are coming back this year together with Chef Florin Dumitrescu and his family to launch a new online campaign – Chef de BIO

The epicenter of the campaign is the exact kitchen of Chef Florin Dumitrescu and his family, where a balanced diet and a positive attitude showcased in a video show that Chef de BIO is the perfect recipe for a life full of harmony. 

During the new campaign, the Dumitrescu family reveals tasty recipes, kitchen insights, and ASMR moments throughout the preparation of the dishes, seasoned with the cheerfulness and dynamics of the family members. These ingredients transformed the culinary demonstration into a call for a balanced diet and a representation of BIO products’ consumption benefits. All seasoned with the unchanging humor of Chef Florin Dumitrescu. 

The campaign promotes the BIO lifestyle through an online series, available @LidlRomania YouTube channel, as well as on traditional media. Thus, the protagonists of the TV spot are the members of the Dumitrescu family and present the products offered by the BIO Organic brand of Lidl Romania.

Oana Radu, Marketing Director, Lidl Romania

“This campaign is part of our communication platform dedicated to BIO organic products from Lidl. In the last two years, our platform saw a real success and translated love, respect, a sense of humor, and care for loved ones into a healthy lifestyle, through the two seasons of the BIO cu Tine series. Through this year’s approach, we continue to talk about our BIO Organic range of products and the advantages of certified organic products in a relaxed manner, straight from the Dumitrescu family home. The campaign brings fun moments, challenges, and new recipes by Chef Florin Dumitrescu. We invite everyone to watch the series on our YouTube channel”

Silviu Antohe, Executive Creative Director, Mullen Romania.

“Together with Lidl and the Dumitrescu family, we have prepared a new campaign in line with the story that binds us. It’s the third year in which we expressed together what a healthy lifestyle implies and what are the advantages of BIO products. This year we continued in the same authentic way BIO products naturally integrate. The result was the expected one”  

Both the video and TV spot can be found on the Lidl Romania YouTube channel.

The teams involved in the campaign:

  • Lidl Romania: Oana Radu (Marketing Director), Mihai Cazacu (Advertising Manager), Alice Tomescu (Marketing Specialist), Alina Simion (Digital Specialist), Raluca Nistor (Social Media Specialist).
  • Mullen Romania: Silviu Antohe (Executive Creative Director), Mihai Costache (Group Creative Director), Alex Macsoda (Art Director), Solomiea Mircea (Graphic Designer), Adrian Radu (AV Director), Andra Panaitescu (Client Service Director), Anca Duță (Account Director), Silviu Clinciu (Account Manager), Cristi Lupu (Account Executive).