Lidl goes traditional in Christmas raid on the middle classes

It was a only a matter of time before we had a groaning Christmas table and it’s arrived, courtesy of Lidl and TBWA, with a series of 20-seconds ads featuring a host of supposed ‘festive tribes,’ like the ‘Cavalier Carver’ below.

Lidl advertising and marketing director Claire Farrant says: “Our campaign ‘Every Lidl Thing For Christmas’ has been developed to showcase the fantastic breadth of food and drink we have for the UK customer at Lidl. Each Christmas tribe is paired with a Lidl product, demonstrating how we are offering everything anybody could want for this Christmas, and always at unbeatable value.”

Christmas is when the middle classes abandon Waitrose and M&S for Lidl (wearing disguise no doubt) and, maybe, keep going back.

So you can’t argue with the strategy.

MAA creative scale: 5.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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