In June 2025, Lidl France launched “Lidlize,” a playful GenAI tool that let users generate custom product images using Lidl’s familiar red, blue, and yellow palette. With over 1.7 million creations in just weeks, the campaign went viral across social platforms and inspired everything from branded baguettes to Lidl-themed toilets.
Rather than sell groceries directly, Lidl positioned itself at the center of internet creativity—essentially turning its budget brand into a digital lifestyle flex. That’s one way to make milk look like a meme.
Marketing Takeaway: Let your fans play with your brand—and they’ll make the marketing for you.
- SOURCE: PYMNTS
- BRAND: Lidl
