Merlin Sandmeyer for Lidl

Lidl asked Spark to negotiate the testimonial rights with Merlin Sandmeyer, a German actor that shot to fame being part of the Amazon Prime series ‘Die Discounter’.

Spark negotiated the terms of the deal and drafted the long-form agreement for the collaboration on behalf of Lidl Germany.

Merlin Sandmeyer and Lidl created a new character called ‘Martin’, an obsessive Lidl fan.  To kick off the campaign ‘Martin’ recorded and performed the song ‘Lidl lohnt sich’ that is 100% based on comments from Lidl customers on social media. The video was viewed millions of times on YouTube and TikTok and became a viral hit.

‘Martin’ then appeared in various hilarious online videos underlining Lidl’s commitment to keeping prices for its customers as low as possible without compromising quality.