Submitted by Coolr

Lidl: Ode To Bakery

Influencer Campaign Management

Coolr launched Lidl on TikTok with a re-recorded N-Trance track rewritten from customer tweets about its bakery, work the agency reports drove 20.9M+ impressions.

+32.3%ad recall uplift
1%click-through rate
20.9M+impressions
39Klikes
315Kshares

Case in 60 seconds

Lidl was launching on TikTok, and Coolr states that showing up on the platform was not sufficient, so the work had to earn attention in-feed and land as a standout cultural moment rather than a brand arrival.

The campaign appears to turn on the fact that customers were already writing publicly about the Lidl bakery, so their tweets could be rewritten as lyrics and the brand entered the platform carrying language its audience had authored.

A rewritten dance record as the brand's entry point, taking N-Trance's Set You Free and re-recording it as "Ode to Bakery" with lyrics drawn entirely from real customer tweets about the bakery range.

The track anchored an Open Verse Challenge inviting audiences to duet and add their own lyrics on TikTok, with lo-fi green screen visuals and a mix of macro and micro creators carrying the content in-feed.

Coolr reports 20.9M+ impressions, 39K likes and 315K shares, a view-through rate of 39% and a click-through rate of 1%, plus 32.3% ad recall uplift, with increased brand favourability and recommendation for Lidl's bakery range.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

TikTok audiences and Lidl bakery customers, described by the page as people already celebrating the bakery in tweets and invited to duet the track and add their own lyrics.
A discount supermarket entering TikTok arrives without standing in the platform's culture, so Coolr states the work needed to earn attention in-feed rather than rely on the launch itself being of interest.
Based on the available evidence, the bakery range was already generating unprompted customer commentary, which gave a grocery category with little native platform presence a way in that did not depend on product messaging.
Lidl acts as the subject of an existing conversation rather than its author, since the lyrics were rewritten from customer tweets and the finished track was handed to audiences to continue.
The campaign was built for what the page calls TikTok's sound-on culture, so the creative was a track rather than a film, which reads as a bet that audio is what audiences copy and extend.

Creative & Execution System

Assets & channels

  • TikTok
  • duet videos
  • green screen video
  • music track

Partners

  • Coolr (lead_agency)

Participation mechanic

  • An Open Verse Challenge on TikTok, inviting audiences to duet the "Ode to Bakery" track and add their own lyrics to it.

Creator role

  • a mix of macro and micro creators

Results & Evidence

MetricValueResult type
ad recall uplift32.3% ad recall uplift, with increased brand favourability and recommendation for Lidl's bakery rangebrand_lift
click-through rateClick-through rate: 1%performance
impressions20.9M+ impressionsimpressions
likes39K likesperformance
shares315K sharesperformance
view-through rateView-through rate: 39%performance

Why Coolr's strategy worked

  1. 1

    An idea sourced from what customers have already published gives a brand a way into a platform that reads as earned, because the material was audience-authored before it was campaign copy.

  2. 2

    Building the creative around a sound rather than a film suits a platform where audio is the unit of reuse, so the asset can be adopted by other people rather than only watched.

  3. 3

    An open verse structure converts viewing into contribution, and 315K shares against 39K likes suggests the reuse mechanic rather than the media buy carried the distribution.

  4. 4

    Pairing macro and micro creators with lo-fi green screen production keeps a launch looking like in-feed content rather than an advertisement, which is what Coolr credits for the organic engagement.

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