Lidl’s World Cup campaign misses an open goal

Lidl is the supermarket sponsor for England’s World Cup bid in Russia, part of a programme aimed at providing three million opportunities for 5-11 year olds to play football.

So agency TBWA has rounded up three England stars – good job they were all picked – and some eager young shavers.

Lidl UK marketing director Claire Farrant says: “The TVC highlights Lidl’s involvement in grassroots football and how over the last three years, the FA partnership has provided three million opportunities for boys and girls from local communities up and down the country to play.

“With the nation’s attention now fully focused on this summer’s tournament, we wanted to use this as a chance to inspire the next generation of footballers with our ‘Dream Big with Lidl’ campaign.’’

Football Association commercial and marketing director Mark Bullingham says: “This innovative campaign brilliantly combines football participation with the nation’s excitement around this summer’s World Cup – two themes at the heart of The FA. Our partnership with Lidl has allowed The FA to invest millions into the grassroots game and help ensure that football is a sport for all.”

The FA is firmly in Mother Teresa mode these days, as is the Premier League – both terrified of the scandals that from time to time beset the beautiful but unconscionably rich game. Trouble is it makes most of the ensuing communications boring.

A praiseworthy effort no doubt. Although one might wonder why the FA needs a supermarket to pay up so kids can get a chance to play football.

But, as an ad, MAA creative scale: 3.

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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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