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#LidlSurprises faqs
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Where is the Vineyard in the wine advert?

Our vineyard is within the appellation of Saint-Emilion in France.

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Who is our Vineyard Worker?

Our vineyard worker’s name is Christian. He has owned his vineyard for two years although he has lived his whole life in Saint-Emilion and comes from a family of wine growers. 

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What makes this location of the vineyard special?

The terroir, the limestone and clay soil, the climate, and the knowledge of the people who work there. 

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What does "Terroir" actually mean?

Terroir is the complete environment the grape is grown in. It includes factors such as soil, topography and climate. Serge describes the terroir as “the history of Saint-Emilion in the bottle”.

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What’s the difference in roles between Serge and Christian?

Christian is one of our vineyard owners and worker. It’s his job to produce the grapes that we use for our Saint-Emilion Grand Cru.  Serge is our chief wine maker. He’s been working here in Saint-Emilion for 15 years. It’s his job to turn Christian’s grapes into award-winning wines. 

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How did we find/choose Jojo?

Like many doubters out there, Jojo believed that Lidl’s wine wasn’t up to scratch. Whilst she readily admits she’s never stepped foot in Lidl, her preconceptions of Lidl’s wine was that it probably tastes like mouthwash.

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What tasks did Jojo actually complete during her stay in the vineyard?

Jojo worked a full day’s shift on one of our vineyards. At the point of filming, it was harvest season and grapes have a very short window of time to be harvested. Jojo picked the grapes, drove the tractor, and finally tasted the wines.

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What awards has this wine won?

Our Saint-Emilion has won the 'Good Value' award from IWC (International Wine Challenge)

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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.

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Who is the anti advocate featured in the Steak advert?

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."

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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.

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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.

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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.

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Who is the anti advocate featured in the Mussels advert?

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" 

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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.

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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.

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Where is the Brussels sprouts farm featured in the advert?

The sprout farm is approximately 1,000 acres in the Lincolnshire countryside. The crop is grown on soil packed full of nutrients making it some of the most fertile land in Britain. Its closeness to the sea also allows it crops to avoid the worst of the winter frost. 

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How many Brussels sprouts does he produce over Christmas for Lidl?

Over the Christmas period in December, the farm supplies Lidl with about 17 million sprouts. 

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How quickly do the sprouts get from field to store?

We aim to get our sprouts in store within 48 hours to ensure they are kept as fresh as possible. 

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Are the turkeys free range?

Yes, as featured in the ad, the barns are open and the birds can decide for themselves whether they want to go out on the fields. They have over 20 acres to range in, or shelter from the weather inside.

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What breed of turkeys are shown in the advert?

These Lidl turkeys are Norfolk Bronze, which produce excellent breast meat with fantastic flavour. 

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Where is the farm featured in the turkey advert?

Fen Farm is located in a small village in the Norfolk countryside, and is aroudn 58 acres in total.