The challenge was to communicate Lidl’s Deluxe range on social media through its brand ambassador, Manuel Luís Goucha, one of Portugal’s most iconic and trusted TV hosts, also known for his background in gastronomy and refined sense of style. For the Easter season, I led the creative development of a digital and print campaign that aligned the values of the Deluxe range, quality and exclusivity, with Goucha’s public credibility and personal taste. The campaign played with a wordplay between “Goucha” and “Gosto” (“taste”), staying firmly within his own territory through tailor-made statement jackets and his unmistakable style, while showcasing the products in a way that felt authentic, playful, and fully aligned with his personality.