CONTEXT
Lidl is more than one of the biggest retail chains in Romania. It's a brand loved by Romanians more than any other brand. And with good reason: it provides an entire universe of quality products and services at a discount price, for every of their costumer's needs.
THE BRIEF
Lidl had just launched the "Ambalat pentru prospețime" (Packed for freshness) campaign, bringing into focus the freshness of their meat products through a functional TVC and other complementary assets. But it wanted to add a special digital component to tell the story behind their meat packaging process and what makes it special, in a more entertaining and fun way.
THE IDEA
So we came up with the idea of a half-cooking half-trivia but 100% entertainment show in which their two brand ambassadors (Chef Florin Dumitrescu and Andrei Aradits) compete against each other, one by cooking, the other by eating. All across 6 episodes, with each episode dedicated to a category of meat products and recipe ideas on how to cook them.
The name? "Știi și gătești" (You know, you cook) - a play on words inspired by the Romanian version of the famous Jeopardy! TV game show, but an entirely different format.
And with a catch: Andrei Aradits could only eat the meal in front of him if he was first to answer a trivia question correctly, while Chef Florin Dumitrescu could continue cooking the same meal if he was the first to correctly answer the same question.
All whilst both of them would had to get through random challenges given out by the other for an extra pinch of difficulty and some spoons of laughter.
Play for cooking recipes mixed with a fair amount of culinary education and seasoned with generous amounts of humour.
