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

Lidl has given its 'big on quality' brand promise a festive makeover in 'A Christmas You Can Believe In' spot that's heavy on festive anecdotes.

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 'big on quality' push is at the heart of 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.”

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