Lidl – Drop de Biet at Best Kept Secret 2025
Brand & Goals
At Best Kept Secret 2025, organized by Friendly Fire, we had the pleasure of welcoming Lidl Netherlands for the second year in a row—this time bigger, bolder, and bursting with vitamin boosts! With Drop de Biet, Lidl aimed to surprise festivalgoers with a playful, high-energy activation that perfectly matched the festival’s creative and health-conscious audience, without missing out on any fun.
Activation & Execution
Behind the Freshbar—where visitors could grab healthy smoothies and shakes—Lidl hid a secret party space. Once inside, guests were treated to a ten-minute dance experience where their moves quite literally mixed their own shake. The star of the show? A giant dancing beetroot.
The result was a blend of energy, humor, and freshness—an activation that felt completely at home within Best Kept Secret’s unique atmosphere. The experience became an instant hit among visitors, who praised it as one of the most surprising and joyful moments of the weekend.
Results & Learnings
Drop de Biet proved that taking creative risks pays off—especially when a brand stays true to the festival’s niche vibe and audience. By combining Lidl’s reputation for fresh quality with a playful and unexpected twist, the activation resonated deeply with visitors and delivered memorable engagement far beyond a typical brand presence:
The collaboration showed that at Best Kept Secret, brands don’t just sponsor—they co-create moments that blend seamlessly into the festival’s DNA, where visitors aren't scared of a little harmless fun.
