Educate to give the planet a chance: #ABiteWithPurpose / InterImage for Lidl

#ABiteWithPurpose is an educational initiative of Lidl Bulgaria carried out with the communication expertise from InterImage. It isn’t just about food—it’s about waking up to what we put on our plates, how it shapes our bodies, and how it impacts the planet. It’s about breaking the routine of mindless eating and choosing nourishment with a purpose instead. Based on the scientific Planetary Diet, this campaign urges people to rethink their grocery lists, question their habits, and reclaim conscious food choices.

There is however an issue: most people aren’t even aware of the problem. That’s why this initiative dives deep, using creative communication to spark a shift where it does matter: at the dinner table of the family, in kids’ lunchboxes, and on supermarket shelves.

In 2024, we explored the eating habits of Bulgarians with a nationwide survey. The results? Eye-opening. A staggering 89% said healthy eating matters to them—but when it comes to understanding mindful eating and its impact on the planet cracks begin to show.

And then there’s the reality for kids. A follow-up study of kids’ eating habits uncovered troubling truths—energy drinks replacing water, meals lacking variety, nutrition taking a backseat. These data are in fact red flags telling a story of a generation disconnected from real food, and they make it clear: education is urgent. So this campaign is around to disrupt, educate and inspire action. Because the way we eat isn’t just about us. It’s about the future.