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Creative in association withLittle Black Book
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Youth Collective Kabin Crew and Lidl Ireland Give Kids a ‘Vegucation’ in Healthy Eating
12/08/2026
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12/08/2026
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Droga5 Dublin and Lidl partner with the Cork youth collective for a original song inspiring children across Ireland to engage with healthier eating habits
Droga5 Dublin, part of Accenture Song, has partnered with Lidl Ireland and Cork youth collective Kabin Crew to launch a new campaign designed to inspire children across Ireland to engage with healthier eating habits and discover the benefits of fruit and vegetables
Recognising that traditional health messaging can struggle to capture the attention of younger audiences, Droga5 Dublin and Lidl Ireland sought a creative approach that would resonate with children in an authentic and engaging way. To bring the programme to life, they partnered with Kabin Crew, the Cork-based youth group whose hit track The Spark became a global phenomenon, amassing more than 91 million streams and earning recognition from The New York Times as its ‘Song of the Summer’ in 2024
The result is ‘Lidl Lunchbox Flex’, an original song and accompanying music video created with Kabin Crew that celebrates healthy lunchbox choices through music, movement and self-expression
“Today, AI can generate almost anything. So, one of the most radical things a brand can do is give real people the opportunity to tell their own story,” said Pieter Louis Konickx, group creative director, Droga5 Dublin. “We enlisted the Kabin Crew kids and they created this banger of a track that an algorithm never could. And that’s how ‘Lidl Lunchbox Flex’ was born – an original track and music video with enough energy to get kids dancing, and enough swagger to make fruit and veg feel genuinely cool.”
Filmed across a Lidl store in Charleville, The Kabin Studio and Terence Mac Swiney Community College in Knocknaheeny, Cork and the eight-acre Lidl Farm in Newbridge, Co. Kildare, the music video showcases the creativity and enthusiasm of the young performers while highlighting the importance of healthy food choices
The campaign supports Lidl Ireland’s new Lidl Foodies programme, which aims to give young children a ‘vegucation in healthy eating’ and providing teachers with practical classroom re fresh food throughout the school year
Eimear O’Sullivan, corporate affairs director, at Lidl Ireland commented, “Food is the fuel for everything we do, and children need the right kind of nourishment for both body and mind. Kabin Crew first caught our attention through their extraordinary creativity and ability to connect with young people, making them the perfect partner to bring Lidl Foodies to life. Through ‘Lidl Lunchbox Flex’ and the wider programme, we want to give children enjoyable, hands-on experiences with food and help them build curiosity and confidence around fruit and vegetables from an early age. We are incredibly proud of what Kabin Crew has created. We hope children and families across Ireland will sing along, try something new and join Kabin Crew in ‘letting loose on the vegetables and fruits’.”
Garry McCarthy, creative director, The Kabin Studio added, “Supporting the wellbeing of young people is at the heart of everything we do at The Kabin Studio, so partnering with Lidl on ‘Lidl Lunchbox Flex’ felt like a natural fit. We wanted to create something that didn’t feel like a typical educational campaign, but a fun, energetic track that young people would genuinely enjoy and that could inspire healthier food choices in an authentic way. The young people brought incredible creativity and personality to every part of the project, and working with a supermarket that’s already part of so many families’ everyday lives made it even more relatable. We hope Lidl Lunchbox Flex helps make healthy eating feel fun, positive and something young people want to embrace.”
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