Periods. They're expensive. Like, really expensive.
In April 2021, Lidl Ireland launched their new Period Poverty initiative, becoming the first retailer in the world to offer free monthly sanitary products to their users and associated partners (Homeless Period Ireland, the Simon Community, and LGFA).
"Making it the Standard, Not the Goal" allows Lidl to thank all their customers for their continued support, and get a Lidl cheeky with competitors in the process.
With Jessie Newman for BBDO Dublin. Video produced by Vini Bustamante, BBDO Dublin.