Manchester creative duo adam+gary has partnered with Lidl-Trek on a global FOOH campaign announcing a series of new athletes joining the professional cycling team.
Rolling out across Lidl-Trek’s social channels over recent weeks, the campaign has travelled across Europe and beyond, with each announcement given its own culturally relevant twist.
The campaign kicked off in Paris with the announcement of French rider Jordan Jegat, with adam+gary floating a giant inflatable croissant alongside the Eiffel Tower. From there, each announcement pairs a recognisable location with an oversized food inflatable connected to the rider or destination.
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Since Paris, the campaign has travelled through Czechia, Germany, Hungary, Cuba, Prague and New Zealand, with executions including giant oranges bouncing down the narrow streets of Pamplona and a waffle wedged in Brussels’ Atomium.
Despite changing locations, foods and athletes, each athlete announcement is tied together by the same mechanic, giving the campaign a consistent Lidl-Trek identity while allowing every new signing to have its own individual execution.
Gary Bannister-Simm, director of moving image and co-founder of adam+gary, said: “It was one of those briefs that felt very adam+gary from the start: Famous locations, giant inflatable food, and a client who shares our belief in using real artists over AI.
“We also loved having a simple format that could keep evolving over the course of the campaign, and being given the trust to have a lot of fun with the idea.”
The films were co-developed with the Lidl-Trek team and produced by adam+gary, with the Manchester studio handling the creative, VFX and post-production across the campaign.
Amy Cameron, press officer at Lid-Trek said: “We knew that the FOOH concept of placing giant inflatable food in various locations would only work if it was done really well. I came across adam+gary’s work through research and their previous work instantly proved that they would be the right fit.
“They had exactly the right mix of playfulness, craft and sense of scale. They took our initial concept and ran with it, and every announcement felt fresh while still being unmistakably Lidl-Trek. We couldn’t have asked for a better creative partner.”
The campaign accompanies a series of additions to Lidl-Trek’s men’s and women’s rosters, including Jordan Jegat, Julia Kopecký, Georg Zimmermann, Blanka Vas, Arlenis Sierra, Igor Arrieta, Ally Wollaston and Jordi Meeus.
Lidl-Trek is a professional cycling team competing at the highest level of international road racing, with men’s, women’s and development squads featuring riders from across the globe competing in more than 250 race days each year, including the sport’s biggest Grand Tours, Classics and WorldTour events.
Adam+gary were recently named among Prolific North’s Independent Agencies to Watch 2026, following being crowned Production Company of the Year at the Prolific North Creative Awards earlier this year.
