A skull being crushed. Bones being broken. Intestines being removed. That’s what the radio campaign and online video sound like, at first listen. The voice-over states where these sounds actually come from.

They were created during the preparation of delicious fresh pumpkin soup. So what we actually heard was the cutting of a pumpkin, the removal of pulp and seeds, the breaking of a carrot, etcetera. All registered during a cooking session at BBDO Production’s recording studios.

The radio commercial and online video guide listeners to dekeukenvanlidl.be, where they can discover delicious Halloween recipes.