Lidl Italia wanted to bring its commitment to freshness beyond the supermarket shelf and meet people in the city, in the context of sport and everyday life. The goal: bring the “Freshness of Champions” campaign to life in collaboration with the Carota Boys, through a physical, tangible experience capable of reaching new audiences and strengthening Lidl’s positioning on quality produce. Caffeina, the agency commissioned for this event, chose Luther as production partner to bring the concept from paper to reality, managing every operational and logistical layer on the ground.

Luther designed and produced Carotavendolo from scratch: a temporary pop-up set up inside Jimmy Jus, a healthy juice bar in Largo Maresciallo Diaz, Ponte Milvio. Over three days, from May 12 to 14, 2025, from 12:00 to 20:00 each day, more than 4,000 people visited our temporary spot to “go orange.” We handled location scouting, setup, engagement dynamics, staff selection and briefing, talent coordination, logistics and full operational management for all three days.

A “CARROTIZER” TO PAINT FORO ITALICO ORANGE
The brief called for a location just steps from Foro Italico, able to intercept the flow of people animating the area during sporting events. Luther found the perfect match: Jimmy Jus, a healthy go-to spot for passers-by in Ponte Milvio — a setting that naturally resonated with Lidl’s message on freshness and quality produce.
We transformed the space by blending Lidl and Carota Boys: a full wrap turned the venue Lidl-blue and brought a tennis court inside it. Crates of fruit and vegetables, juices and smoothies to sample, rackets and tennis nets, branded elements, a dedicated “carrotizing” area with limited-edition t-shirts, and audience activations.

THREE DAYS OF FRESHNESS, TASTINGS AND COMMUNITY
We curated the entire event production, from set design to setup, engagement dynamics and full operational flow management.
Over the course of the activation, more than 4,000 visitors took part in the experience, tasting juices and dips made with Lidl produce, meeting the Carota Boys, and officially “getting carrotized” by claiming a limited-edition t-shirt and exclusive gadgets. Every element of the activation was designed to generate spontaneous participation, shareable content, and direct contact with the product.
Behind the scenes, Luther coordinated suppliers, logistics, food planning and on-site operations, ensuring smooth management throughout the event.