The power of storytelling
seen not only through the eyes of the marketer, but also those of the 'average' consumer. was evident from a much-discussed TV commercial for Lidl at Christmas 2018. In that commercial, Beau van Erven Dorens celebrated Christmas with his snobby friends from the college debating society. The commercial is full of gold and glitter, and the food is no less extravagant. It tastes so good that his friends completely swallow the story that the dishes come from the 'vegetable jeweller' and the plateau of Argentina. Then Beau takes the viewers into his confidence and tells them that the food actually comes from discounter Lidl. He pokes fun at all the storytelling around food, while on the other hand he proves the power of storytelling. Is it the familiarity of the situation that makes the message credible? To what extent is storytelling a marketing concept? And to what extent does it meet the consumer's needs?