How Lidl Switzerland proves its freshness on social media
With its new Easter campaign, «The Beat of Freshness,» Lidl Switzerland humorously showcases the freshness of its products. In the campaign, rabbits take on the role of freshness experts and test vegetables for quality. The video will be available on all social media channels starting March 31.
As part of its Easter marketing campaign on social media, Lidl is focusing on quality and freshness. With the slogan «The Beat of Freshness», the grocery chain, accompanied by animal «freshness experts», shows what it means to be a pioneer in fresh fruit and vegetables.
Crunchy apples, juicy grapes and aromatic tomatoes: With its wide range of fresh fruit and vegetables, Lidl works every day to provide its customers in over 30 countries with access to healthy food. But how can this message be transported from the vegetable patch to the social media feed? The current campaign «The Beat of Freshness», which is being rolled out across Europe at Easter, answers this question with a wink.
Rabbits as freshness detectives
As part of this marketing campaign, Lidl proves the freshness of its products in an unexpected way by subjecting them to the judgment of animal experts: Rabbits. Equipped with over 100 million olfactory receptors, they can identify different scents over long distances and locate sources of fresh food. To do this, the rabbits twitch their noses up to 120 times a minute to pick up and analyze as many scents as possible. As these friendly freshness detectives prove in the social media clip: The fresher the vegetables, the faster their noses move in time. The rabbits« noses twitch to the rhythm of the cult classic »Fresh" by Kool & the Gang. In this way, Lidl's current commitment to freshness can be experienced with almost all the senses.
«With the slogan ‚The Beat of Freshness‘, we make our quality promise tangible for everyone and send a strong signal. We show in a charming way what our team is passionately committed to every day: absolute freshness, without compromise. Our customers can count on top-quality fruit and vegetables at the best price every time they visit. And when nature itself plays along with a twinkle in its eye, that speaks volumes for Lidl quality. I am proud of the commitment of the entire Lidl team, which makes this dynamic possible,» explains Désirée Erismann, acting Marketing Director of Lidl Suisse.
Awards for fresh quality
The discounter shows that freshness is a key quality promise for Lidl, above and beyond testing by animal experts: Lidl has won awards in several countries for the freshness of its fruit and vegetables. According to the 2025/2026 customer survey conducted by the Institut Suisse des Tests Qualité (ISQT) as the number one discounter in the fruit and vegetable department. To achieve this, the retailer relies on close partnerships with regional suppliers and short distances between vegetable growers and stores. A specific quality assurance system monitors the entire supply chain and guarantees that only flawless produce reaches the shelves. Lidl fresh produce experts check the products in the stores several times a day.
The spot «The Beat of Freshness» can be seen online on various social networks such as Instagram, Facebook, LinkedIn, YouTube and Tiktok from March 31.
Information on animal welfare: All productions with rabbits were carried out in strict compliance with animal welfare requirements: no factory farming, optimum care conditions on set and veterinary supervision.
