Lidl - The Little Present

Advertiser Lidl
Sector Retail & e-commerce
Buying route AGP
Audience Adults
Creative Agency RedBlue Creative Agency
Duration 2014

Background

Lidl wanted to grab the attention of consumers at Christmas with a campaign that reinforced its motto: good quality food for less and needed to find a way to stand out from the crowd.

The creative showcased the quality that Lidl offers with a twist that aimed to make consumers feel differently about the brand.

The campaign continued its #LidlSurprises strategy – giving people free unlabelled food before revealing that the luxurious produce came from the budget supermarket.

Idea

Cinema was chosen to reach the younger end of Lidl’s target demographic on Adults 16-45. Cinema would also enable the messaging of the creative to resonate more deeply with the audience compared to other media on the schedule.

The core creative message of the quality of Lidl’s produce dovetailed perfectly with the quality environment that cinema offers, allowing the advert to build in front of the audience before delivering the #LidlSurprises message at its conclusion.

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