Trending PR Campaigns
Lidl High Protein Hybrid Meat Range
Lidl launched a range of meat products blended with pea protein, including sausages, mince, burgers and meatballs. The hook was a cheaper, ‘first-of-its-kind’ way to deliver at least 20% more protein, tapping into the surge in interest around high-protein eating while supporting Lidl’s sustainability commitments.
Why it worked: It hijacked the protein boom with a contrarian twist—meat made higher-protein and cheaper via pea-blend—backed by Google Trends and price comps.
The lesson: Consider reframing a hot trend with a counterintuitive upgrade plus third‑party data and clear price benchmarking to win quick trade coverage.
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