We bring ‘You Deserve It’ to life through a campaign centred on giving to someone else. Three key elements build the story: a hero video capturing the true spirit of Christmas and making someone else shine; an opportunity for customers to submit Christmas wishes for loved ones who deserve a treat via the Lidl Plus app and a dedicated landing page; and Le Deux, a temporary fine-dining pop-up restaurant created by Michelin-starred chef Niven Kunz and influencer Tobias Camman, where everything comes together.

On the final night, Lidl reveals that every dish has been made entirely with Deluxe products. The difference between the estimated and actual value of the meal is donated to the Jeugdeducatiefonds.

In this way, Lidl transforms affordable luxury into a meaningful shared experience.