If you’ve spent any time in the advertising space lately (or if you’re simply an attentive consumer), you may have noticed an interesting shift: more and more brands are moving away from the minimalist, understated aesthetic of the late 2010s and embracing bold, oversized representations of their products instead.
Well, Lidl took this trend to the next level in its new campaign—which features excited shoppers pushing around absolutely massive packages of dishwasher pods, coffee beans, and other household essentials.
Evaluating Lidl’s “XXL Deals” ad
We loved this ad so much that we put it to the test to see if Dutch shoppers felt the same way.
Spoiler alert: they did. But let’s break down why.
Brand
Lidl absolutely nailed the branding, scoring in the top 8% of ads tested. Specifically, a whopping 81% of viewers recognized the brand, well above the industry average of 53% brand recall. That’s a big win!
So, what’s the secret behind Lidl’s standout branding score? It all comes down to the science of attention.
Take a look at the ad through our attention heatmaps—can you spot the trick?
Lidl consistently placed its logo right where people naturally focus: next to faces. Our brains are wired to lock onto faces first, and whatever is nearby gets noticed, too.
By strategically positioning the logo near key focal points, Lidl ensured that viewers remembered the brand throughout the ad. Smart move!
Need
The ad did a great job of getting Lidl’s value proposition across, landing in the top 7% of ads for linking to customer need.
A solid 69% of viewers connected the ad to the message “Get more for the same price” stood out the most, reinforcing Lidl’s strong association with value.
That said, while the messaging around pricing landed well, other key messages showed mixed performance.
“Highest Quality” struggled in particular, with only 20% recall. This is a sign that the ad’s emphasis on affordability may have overshadowed perceptions of product quality.
For future campaigns, Lidl could balance value messaging with quality cues to reinforce its competitive edge beyond just pricing.
Emotion
Lidl’s ad is an equally high performer in terms of emotion—ranking better than 93% of ads tested.
69% of viewers liked the ad, far above the 53% benchmark. Positive emotions dominated throughout the ad, with strong spikes tied to humorous moments and price messaging.
As one respondent put it, “It's funny, and it's also believable that you get a lot for little. The oversized packages at the checkout and the pack of coffee on top of the car are the funniest parts.”
Final thoughts
Lidl’s “XXL Deals” campaign is a masterclass in how to blend humor, attention-grabbing visuals, and strong branding into an effective ad. By leaning into oversized products and playful storytelling, the ad entertained viewers while making Lidl’s value message crystal clear.
The results speak for themselves—top-tier branding, strong emotional appeal, and a clear link to customer need.
The only area for improvement? Reinforcing product quality alongside affordability to create an even stronger positioning.
Overall, this ad proves that when you combine smart creative choices with behavioral insights, you get a campaign that sticks. Well played, Lidl!
Want to dive deeper into the full results? Check them out on Behavio’s platform!
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