The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Agency: Karmarama
Client: Lidl
Date: Nov 2019
Your Vote
Overall Rating
Opps, please vote again
20 votes

Lidl UK goes heavy on contemporary Christmas anecdotes in ‘big on quality’ festive spot.

This is Karmarama’s first Christmas ad for Lidl since it was appointed in December of last year. The Accenture-owned shop - who was tasked with creating a fresh long-term brand strategy - decided to continue using the 'Big on quality, Lidl on price' catchphrase, but placing more emphasis firmly on the first half.

To convince shoppers it is more than just a discounter, the supermarket has given the 'big on quality' promise a festive makeover for its Christmas spot.

It focuses on how shoppers can have a ‘Christmas they believe in.’ Never one to go overboard on over the top fairy tale ads, Lidl instead presents Christmas is in its most real form, packed with anecdotes that its viewers can relate to.

The voiceover opens the ad with 'At Lidl, we're big on Christmas' against a backdrop of a festive scene packed with Christmas references; a perfectly decorated Christmas house surrounded by red robins, piles of presents, reindeers and snowmen. It turns out the scene is depicted on a lorry which drives off as the voiceover continues, 'not that kind of Christmas... one you can believe in.'

It then flicks through various relatable anecdotes that capture what Christmas truly means for majority of people; failed wifi when video calling family abroad, using spare deckchairs for dining chairs and gorging out on food as 'its Christmas.'

To make it feel as real as possible, Karmarama conducting research in the hunt for festive anecdotes. Social anthropology and data analysis revealed new traditions like the relief when you open the oven and the turkey looks perfect, and the thrill of driving home from the supermarket knowing that you’ve got everything on the list.

The multi-channel campaign will include in-store, out-of-home, radio, digital display, digital Films, TV BVOD, and social. Media planning was by OMD, and buying by Starcom. Social was by 360i.

Discussing the launch of its Christmas ad, Claire Farrant, marketing director Lidl GB, said: “Christmas is a time for togetherness and enjoying your family traditions, whatever they are. During Christmas we are surrounded opulence and grandeur and our campaign is trying to cut through that.

“Our focus on quality at a Lidl price ensures shoppers don’t have to compromise, and can everything they want this festive season, whether it’s our acclaimed Hortus gin range, premium cheeses or free-range turkeys. That’s a ‘Christmas you can believe in.”

Adding to this, Joe Holt and Luke Ramm, creative directors at Karmarama, said: “There’s a better Christmas than the one we see in films. It’s one where love is actually in the air, where family and friends enjoying great food and drink is all that matters. It’s a Christmas you can believe in and you’ll find it at Lidl.”


Project Name: Lidl – A Christmas you can Believe in

Brief: Encourage more people to choose Lidl this Christmas by demonstrating that we’re ‘Big On A Christmas You Can Believe In.’

Lidl GB

Marketing Director: Claire Farrant

Strategy and Brand: Joanna Gomer

Campaign Management: Holly Leask

Creative: Victoria Foster

Creative Agency: Karmarama

Chief Creative Officer: Nik Studzinski

Chief Strategy Officer: Sid McGrath

Managing Partner: Richard Powell

Creative Directors: Luke Ramm & Joe Holt

Creative team: Josh Welton & Jon Coates

Planner (Creative Agency): Jeppe Fischer-Mogensen

Agency TV Producer: Victoria Whitlow

Senior Production Assistant: Cecilie Tett

Business Lead: Kate Fitzgerald

Account Director: Jessica Harding

Account Manager: Georgia Rayner

Production Company Credits:

Production Company: Academy Films

Director: Vince Squibb

Producer: Sara Cummins

Production Manager: Luke Tillbury

Director of Photography: Alex Melman

Production Designer: Ollie Williams

1st AD: James Sharpe

Offline Editor: Russell Icke @ Whitehouse Post

VFX Post House: Black Kite Studios

VFX Supervisor: Jack Stone // Tito Fernandes

VFX Artist: Jack Stone

VFX Producer: Tamara Mennell / Amy Richardson

DMP Artist: Joachim Kelz

Colourist: Seamus O’Kane @ The Mill

Sound Design: Sam Robson and Jake Ashwell @ 750mph

Music Company: Twenty Below Music