Denner uses Lidl rebranding for humorous campaign
A tongue-in-cheek campaign: After Lidl Switzerland removed the Swiss cross from its latest logo designs, Denner responded with a campaign that takes a humorous approach to the issue. Under the title «Denner Steals Lidl’s Swiss Heart,» the Zurich-based agency ESE Agency has staged a cinematic stunt—complete with surveillance footage, an alleged theft, and social media discussions.
It all started with a viral video showing a person in a red Denner jacket «stealing» the heart from the Lidl logo. Denner’s subsequent statement read: «The Swiss heart is now back where it belongs. At Denner. Sorry, not sorry.» With this, the retailer positions itself as a self-assured Swiss original—and seizes the opportunity to humorously set itself apart from its German competitor.
The campaign is deliberately polarizing. On TikTok and Instagram, the topic is sparking lively discussion, ranging from approval to criticism of its provocative tone. The campaign is accompanied by advertorials in media outlets such as View and watson, movie theater ads, display ads, and other social media initiatives.
The ESE Agency, based in the Zurich area, is responsible for the concept and implementation. The team led by Elia Binelli, Severin Gamper, and Damian Steffen drew on the dynamism of the so-called Newsjacking – that is, a creative response to current events. At Denner, René Emmerich, Raphael Werner, and Sara Zanon oversaw the project.
With this campaign, Denner is using Lidl’s current rebranding as a springboard for its own communication strategy, which responds in real time to public perception—and demonstrates how satirical competition in the Swiss retail sector can become a viral sensation.
Contact person at Ese Agency: Elia Binelli, Severin Gamper, Damian Steffen, Tamila Ineichen, Kyle Snyman (concept); Mirco Hunziker, Yannick Studer, Jan Lüthi, Geena Gugolz, Natnael Negash, Damian Steffen (production). Responsible at Denner: René Emmerich, Raphael Werner, Sara Zanon; Other contributors: Nina Rolle (JBW Media), Tina Kazimir & Silvan Wehrli (Detail AG)
