Bellarom
A bold and playful campaign to announce that Bellarom, Lidl’s own coffee brand, was named Best Tested Coffee in the Netherlands. Something too big to communicate quietly, and too iconic not to frame with a knowing wink.
Lidl Nederland
Retail
Instead of making a straightforward claim, we chose to nod to Dutch coffee history. More than twenty years ago, market leader Douwe Egberts became cultural shorthand through a legendary commercial featuring two elderly ladies chatting in slang over coffee. In 2025, the tables have turned. Bellarom has overtaken the Dutch giant, and that moment called for a light-hearted poke rather than a shout.
In a parody of the original classic, two grandmothers once again take centre stage. This time, however, they’re not talking old-school slang, but the Gen Z language we all recognise. Their conversation revolves around one of their grandsons: Douwe. The cause of their sudden linguistic upgrade? Bellarom coffee. By playfully bridging generations and flipping an iconic reference, the campaign turns a product win into cultural commentary, proving that Bellarom doesn’t just compete with the big brands, it confidently passes them by.