Equality Doesn’t Fit
in Small Print

Erika Vikman X Lidl – the courage to be exactly yourself 0.00 €

Erika Vikman was featured in summer 2025 in Lidl Finland’s impactful Helsinki Pride campaign, which spanned from Helsinki’s largest outdoor advertising spaces to print, the social media channels of Erika Vikman and Lidl, as well as PR packages sent to influencers.

A promotional image for Helsinki Pride 2025 featuring a blonde woman with tattoos, holding two cupcakes decorated with rainbow pride flags and heart designs, against a yellow background with blue and rainbow-colored text.

Starting Point

At the heart of the campaign were striking images of Erika Vikman and Lidl’s Pride product: rainbow doughnuts. Inspired by Erika’s song Ich komme, the campaign tagline “Lidl Kommt, Kommst Du?” acted as an invitation to Helsinki Pride. The supporting message read: “Rainbow doughnuts 3 pcs 3 € – The courage to be exactly yourself 0 €.”

Objectives

The campaign aimed to take a stand for equality and tolerance, welcome everyone to Pride, and encourage people to have the courage to be themselves.

As Erika put it, “Equality doesn’t fit in small print.” The important message required large-scale visibility. The campaign’s largest advertising surface measured 700 square meters. In addition, Helsinki’s biggest digital screens and the front page of Helsingin Sanomat were used. Lidl’s rainbow doughnuts were sold at the Helsinki Pride Park Festival as well as in Lidl stores across Finland. Half of the proceeds from doughnuts sold at the Park Festival were donated to support Helsinki Pride’s equality work.

A person with pink nail polish and rings on their fingers holds a newspaper on a wooden table. The person is wearing a black sweatshirt with some white text on the sleeve. The newspaper features a woman with blonde hair and tattoos on her chest and hands, and headlines in Finnish.
Modern glass building with large digital billboard displaying an advertisement, and several people walking in an open square in front.
A large billboard on a building under renovation shows a woman with long blonde hair holding two shopping bags with the Lidl logo, and text in Finnish about Lidl's renovation plans.
A group of young people sitting on a bench outside a modern glass building with a large digital advertisement. The advertisement features a woman holding a cookie and the text 'Lidl kommt, kommst du?' in German. The scene appears to be during the late afternoon or early evening, with clear skies and a grassy area in the foreground.
Modern glass building with large digital billboard advertising Lidl, positioned in a paved open area with stairs and metal posts, surrounded by trees and green landscape.

The collaboration was a perfect brand match: Erika Vikman’s bold style and values, along with the German-language references in her Eurovision song, aligned seamlessly with Lidl’s German roots, strong Pride values, and bold, humorous advertising. Lidl Finland served as the main partner and official grocery retailer of Helsinki Pride in 2025.

A woman with long blonde hair lying on a yellow surface, holding a donut with rainbow heart icing. She has rainbow-colored nails, tattoos on her arms, and is wearing a blue outfit. The background is yellow.
A woman with long blonde hair, wearing a shiny blue dress and rainbow-colored long nails, poses against a blue background holding two round objects with rainbow heart stickers, as she makes a playful expression.

The campaign was widely praised across social media, with Lidl receiving recognition for its courage in promoting equality and setting an example within the retail industry. Media and influencers also picked up the campaign prominently, and social media discussion surged, with campaign posts achieving strong engagement across both Lidl’s and Erika Vikman’s channels.

Box of LEGO set with an image of hands with painted nails and rings, featuring two cups of coffee on the table.
A colorful box from Lidl with rainbow-colored stripes and two heart-shaped cutouts displaying rainbow hearts inside. The box features a woman's hand with decorated long nails, rings, and a tattoo.
A colorful box with a rainbow stripe pattern promoting Pride, with Finnish text about a collaboration with a cupcake featuring a rainbow heart on top. There is also an informational flyer inside the box about the opening of Lidl Lounge in Helsinki in June 2025.
Person standing in a living room holding a poster of a woman with nipple covers, eating an ice cream cone, wearing a black leather jacket, sunglasses, and orange sneakers.
A poster of a woman with long blonde hair, holding donuts with rainbow heart designs over her chest, wearing denim shorts and a gold necklace.
Lidl Pride promotional package with rainbow-colored cookies and a bright yellow note with Finnish text, celebrating Pride week.
A framed photo of a woman with blonde hair holding two eggs with rainbow-colored heart emojis in front of her chest. The background of the photo is yellow. There are some objects on a wooden surface below the frame.
A woman with long blonde hair lying on a yellow surface, holding cupcakes with rainbow heart toppers over her chest, while making a slight pout. She has tattoos on her arms and fingers, and is wearing a chunky metal choker. The image has some text overlay, including her Instagram handle and tags for brands.
Person lounging by a pool with balloons and a newspaper, reading a Helsinki Sanomat newspaper.
A blonde woman with closed eyes biting a cupcake decorated with rainbow-colored candy, standing against a yellow background, wearing a navy top and a gold necklace.
Large billboard with a blonde woman holding rainbow-colored heart-shaped objects over her chest, and text promoting Helsinki Pride date on June 28th.
Headline in Finnish about Timo Soini's resignation from Lidl-jyrähdys, with subtext mentioning it is a message from Soini to Lidl employees, claiming he is less 'correct' about the health of the retailer.
Finnish news headline about Erika Vikman
Screenshot of a Finnish article headline and text, discussing Erica Vikman’s high-calorie product featured in Lidl. The headline is in large white text on a dark background, with a red section header at the top.
Finnish news headline about Timo Soini sending greetings to Lidl for Pride Week.
A digital display screen at a train station showing prices for various items in euros with an advertisement. The ceiling and some station amenities are visible, along with a person using a wheelchair.
Screenshot of a news headline in Finnish from POLITIIKKA, stating 'How Lidl responds to Timo Soini,' mentioning Lidl's staff confirming that Soini has become a customer.

The campaign was executed in collaboration with Lidl Finland, Mellakka Helsinki, AD Eero Böök’s team, and Warner Music Finland Brand Partnership team. Erika Vikman’s stunning visuals were photographed by Viivi Huuska.

Erika Vikman X LIDL

Results

The campaign results were, in a word, outstanding:

Total advertising reach (gross contacts):
11 631 281

Erika Vikman’s social channels:
751 000 video views and 80 000 reations

Potential media reach:
2 900 000

PR sendout’s potential reach via influencers:
243 000