danger
No browser support

No support for your browser

#LidlSurprises faqs
arrow-bold-right-padding
arrow-bold-right-padding
Who is the farmer and how long has he worked on the farm?

His name is Mark and his mother and father-in-law set up the farm back in the late 60’s.

arrow-bold-right-padding
arrow-bold-right-padding
How quickly do the daffodils get from field to store?

We aim to get every bunch of daffodil stems from field to store within 48 hours.

arrow-bold-right-padding
arrow-bold-right-padding
What's special about daffodils?

They’re one of the earliest plants to grow and bloom and they symbolise that springtime is here.

arrow-bold-right-padding
arrow-bold-right-padding
How do I know that Lidl's daffodils are going to last for more than a few days when I get them home?

Our daffodils are all picked and sold as stems. This means the flower is yet to bloom. It means that when you get them home you’ll have the pleasure of them opening and also they’ll last that bit longer.

arrow-bold-right-padding
arrow-bold-right-padding
Why makes the location of the farm special?

The daffodils are grown on land reclaimed from the sea, which creates a flat landscape with silty, nutrient rich soil.

arrow-bold-right-padding
arrow-bold-right-padding
Where is the kale farm featured in the ad?

The land James farms is next to the wash in Lincolnshire about a mile away from the sea which means it’s quite a temperate climate here.

arrow-bold-right-padding
arrow-bold-right-padding
Who is the farmer and how long has he worked on the farm?

James is the agronomist on the farm. Basically he's the veg doctor. He's been working on this farm for 4 years and been working with veg for the last 15 years. The farms around 15,000 acres in the Lincolnshire wash about a mile away from the sea. 

arrow-bold-right-padding
arrow-bold-right-padding
How quickly does the kale get from field to store?

The harvesting team start at dawn, get the orders so the products back in cold store before the heat of the day. The veg can be in store on the Lidl shelves within 48 hours.

arrow-bold-right-padding
arrow-bold-right-padding
What makes the kale special?

The soil quality here on the farm is probably the best in the UK, really rich in minerals and perfect for growing vegetables. This means the kale is very nutritious and packed full of anti-oxidants.

arrow-bold-right-padding
arrow-bold-right-padding
What makes the soil so special here?

The land surrounding the wash has been reclaimed from the sea and so it's full of minerals and nutrients, which makes it some of the best growing land in the UK.

arrow-bold-right-padding
arrow-bold-right-padding
How long has Lidl been working with James and his farm?

We’ve been working with James for 10 years, so it’s a really good relationship between the farm and Lidl. 

arrow-bold-right-padding
arrow-bold-right-padding
How did you recruit the anti advocates that featured in the adverts?

We sourced the anti advocates through social media listening and market research. When we approached people to take part in the advert we told them very little about what they would be doing to keep an element of surprise.

arrow-bold-right-padding
arrow-bold-right-padding
Who are the anti advocates that feature in the adverts?

Debbie features in the turkey ad. She is a receptionist from Spinningfields in Manchester. She had the below concerns we wanted to address: 
“I imagine Lidl’s farm is a like a prison for turkeys.

Sharna features in the Steak ad. She is a full-time mum from Newton-Aycliffe. She had the below concerns we wanted to address:
"I’m not sure where Lidl get their food from.... I would like it to be British.
I love to know where my food's come from. I'm a big believer in British Food, knowing where it's come from."

Chris features in the Mussels advert. He is an IT worker from London. He had the below concerns we wanted to address:
"I worry where Lidl get their seafood. I don’t want to find it’s from a ditch. I would like Lidl, in spite of the fact that they are using very low prices,  to actually show to me that the products that they have are as good as products from, let's say, Sainsbury's – that they've come from the right backgrounds in terms of how the product is grown or how the animal is reared" 

arrow-bold-right-padding
arrow-bold-right-padding
Where is the farm featured in the Steak advert and who is the farmer?

We worked with our supplier Scotbeef to select a farm in Perthshire, Scotland, and settled on a small, independent, family-run Scottish hill farm staffed by two people; John and his nephew Bruce. Cattle are the main produce and John looks after around 200 at any one time. John describes his style of farming as traditional-modern and his cattle eat grass in the summer and oats and silage in the winter. He has been supplying Lidl since March 2010.

arrow-bold-right-padding
arrow-bold-right-padding
What does the Quality Meat of Scotland Scotch Beef certification mean?

Our Deluxe rump steaks carry the Scotch Beef PGI label and are reared from Quality Meat Assured farms. This means the animals are sourced from the selected Scottish farms that are picked for their best practice regarding natural production methods and animal welfare.

arrow-bold-right-padding
arrow-bold-right-padding
What's the difference between British, Scottish and Scotch Beef?

British - all British meat and poultry should carry the Red Tractor label, with every pack traceable to the farm of origin
Scottish - all Scottish meat and poultry is supplied by Scottish farms and also carries the Red Tractor label
Scotch Beef - the premium Scotch Beef PGI status shows that the beef is sourced from Scottish farms assured by Quality Meat Scotland (QMS) for their best practice regarding natural rearing methods and animal welfare.

arrow-bold-right-padding
arrow-bold-right-padding
Where is the Mussels farm that was featured in the advert?

We worked with our supplier Scottish Shellfish to select a fishery on the Isle of Mull, Scotland. A small, independent, family-run mussel farm and one of the few local businesses on the Isle of Mull. The farm, owned by Douglas, has three full-time staff; Cameron, Michael and Michael. The mussels naturally grow on ropes in the salt-water loch. Douglas and the team are out on the water all year round, no matter what the Hebridean weather throws at them.

arrow-bold-right-padding
arrow-bold-right-padding
What does MSC mean?

MSC is an independent, global non-profit organisation. It was formed to find a solution for over fishing and to  keep the world’s oceans teeming with life. All of Lidl’s wild caught fresh fish carries the Marine Stewardship Council (MSC) seal – a guarantee that it has been caught in accordance with strict environmental fishing standards. Lidl are one of the largest suppliers of MSC certified seafood in the UK, which is why we’ve been awarded MSC Mid-Sized Retailer of the Year.