News broke over the last 24 hours that One Direction's Louis Tomlinson is reportedly set to be a dad, and the internet – somewhat predictably – went into meltdown.
And naturally, as the Twitter chatter grew increasingly loud, the best and brightest in the world of marketing quickly hopped on the story. Which is, to be fair, what they do.
What some seemed to forget is that the subject at hand is two 23-year-olds who are attempting to deal with an unexpected pregnancy.
And nobody missed the mark quite like Lidl's Irish Twitter account, which came out with a mind-bogglingly inappropriate animated GIF of a baby's face on a bun – along with the quaint #LidlLaughs hashtag – in order to shoehorn their brand alongside this celebrity feeding frenzy.
They've since removed the tweet.
Bet there aren't too many #LidlLaughs in their offices today...