How Lidl and Biedronka fell out
Posted: Wed Sep 24, 2025 10:56 am
The well-known Polish retailer Biedronka used a slogan in an advertising campaign claiming that its stores had been offering lower prices than their main competitor, Lidl, since 2002. This information appeared on advertising banners and in SMS messages. Biedronka sent customers messages about promotions and discounts, simultaneously providing price comparisons with Lidl. In response, Lidl began lowering prices on the products mentioned by its competitors. The battle between the chains escalated into an uncontrollable number of memes on social media and even a rap battle.
Consequences
Lidl's lawyers filed a lawsuit over a competitor's democratic republic of the congo telemarketing databasec controversial slogan and won. Biedronka representatives were ordered to stop using the phrase and also to display posters in their stores informing them of the court's decision.
Advertising Passions: Scandalous Creatives That Required Apologies
Setting: China
Dolce & Gabbana's Image Failure
In 2018, Dolce & Gabbana published several online videos intended to showcase the symbiosis of Italian and Chinese cultures. The videos were intended to promote the brand's grand fashion show in Shanghai. The script featured a Chinese-born model attempting to eat Italian pizza, spaghetti with tomatoes, and cannoli with chopsticks. Of course, she struggles, and a male voiceover asks, "Is it too big for you?"
The creators intended the video to evoke laughter and smiles, but Chinese consumers didn't appreciate the humor. They saw the videos as disrespectful to their culture and the spread of stereotypes, and called for a boycott of the brand. Leaked screenshots of a conversation with the brand's designer, Stefano Gabbana, in which he made offensive comments about China and the Chinese, added fuel to the fire. However, both the brand and Gabbana stated that this was untrue and that his account had been hacked.
Consequences
The show in Shanghai was canceled, although the brand's designers released a video apology, including in Chinese. In the wake of the scandal, major online retailers pulled the brand's products from sale, and media personalities withdrew from advertising campaigns.
Consequences
Lidl's lawyers filed a lawsuit over a competitor's democratic republic of the congo telemarketing databasec controversial slogan and won. Biedronka representatives were ordered to stop using the phrase and also to display posters in their stores informing them of the court's decision.
Advertising Passions: Scandalous Creatives That Required Apologies
Setting: China
Dolce & Gabbana's Image Failure
In 2018, Dolce & Gabbana published several online videos intended to showcase the symbiosis of Italian and Chinese cultures. The videos were intended to promote the brand's grand fashion show in Shanghai. The script featured a Chinese-born model attempting to eat Italian pizza, spaghetti with tomatoes, and cannoli with chopsticks. Of course, she struggles, and a male voiceover asks, "Is it too big for you?"
The creators intended the video to evoke laughter and smiles, but Chinese consumers didn't appreciate the humor. They saw the videos as disrespectful to their culture and the spread of stereotypes, and called for a boycott of the brand. Leaked screenshots of a conversation with the brand's designer, Stefano Gabbana, in which he made offensive comments about China and the Chinese, added fuel to the fire. However, both the brand and Gabbana stated that this was untrue and that his account had been hacked.
Consequences
The show in Shanghai was canceled, although the brand's designers released a video apology, including in Chinese. In the wake of the scandal, major online retailers pulled the brand's products from sale, and media personalities withdrew from advertising campaigns.