Since a few days you might have noticed some strange billboards by the side of the road.

Fresh food with an absurdly high price.

Those billboards caused a lot of raised eyebrows. Until Lidl explained why its fresh products have such high value, in a series of TV and radio commercials.

So why is that?
Because we sometimes tend to forget the true value of fresh food.

(No worries, your favourite fresh food is still for sale at a low price at Lidl.)