Supermarket chain Aldi is proud of its bolognese sauce. And rightly so. It gets the ‘Best buy’ label according to Testaankoop, Belgium’s influential consumer organisation. Bravo! That's why Aldi is highlighting its sauce in a new OOH campaign. But oops ... with red sauce like that, your clothes are bound to get stained, and it shows on the posters. So Lidl decided to give its competitor a hand and offer a solution to remove the stain.
How? Simple. Lidl happens to have the best detergent on the market, also according to Testaankoop. Perfect for washing out tomato stains. Through a guerrilla campaign, Lidl hijacks Aldi's OOH posters with a playful but interesting message in the form of stickers. "Oops, a stain! Luckily, Formil White always gets your blouse clean". This generous solution was added on several posters in major cities in Belgium. Because Lidl is there for everyone who counts. Also for its cherished competitors.