Advertising Sports Marketing Fifa World Cup

Lidl enlists tough kids to drill the England team ahead of the World Cup


By John McCarthy, Opinion Editor

May 24, 2018 | 3 min read

Lidl has underscored its role as Official Supermarket of the England football team with a fresh marketing campaign called Dream Big.


Lidl unleashes some kids with attitude on England

The campaign features inquisitive, and sometimes ruthless kids, and helps mark the supermarket's three-year partnership with the England team. Agencies CSM Sport & Entertainment, TBWA\London, Starcom, 360i and GOAT, all helped bring the work together which helps showcase Lidl's support of grassroots football, some three million opportunities for 5-11 year olds in the last three years.

The TVCs come from TBWA\London and see the likes of Gary Cahill, Kyle Walker and Raheem Sterling grilled by some of the nation's future footballing talent.

Claire Farrant, marketing director at Lidl UK, said: “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.’’

TBWA\London’s chief creative officer, Andy Jex, closed with an amusing jibe: "In a tournament year it’s reassuring to at last see a bunch of footballers with swagger, brimming with ideas and full of confidence. Raheem, Kyle and Gary weren't on bad form either.”

The work will be live across cinema, radio, social, broadcast VOD, online video and large format DOOH in key city rail stations and mall locations, including Waterloo and London Bridge.

Lidl also noted that it will for the first time react in real time to its sponsorship with ITV and Twitter on digital platforms, guided by digital agency 360i Europe and GOAT. It comes after the FA, BBC and ITV all launched their bespoke World Cup campaigns in the last few weeks.

Vote for Lidl in The Drum's Creative Works below.

Lidl: advert-body-3 by TBWA\London, CSM Sports and Entertainment, Starcom Worldwide, GOAT &...

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