22 weeks. 20 films. Countless posts. From comment section to cult character. From social following to real fandom.

Just a few ways to sum up Lidl’s boldest social project yet. For six months, we turned real fan comments into stories, gave Lidl a face in Martin the Optimizer, and proved that ‘Lidl lohnt sich’ is more than a claim – it’s a community promise.

The result? A campaign made from community, for community. A fandom that took Lidl beyond retail and into culture. And a brand that showed just how much it listens.