While traditional Christmas adverts typically tell sentimental, nostalgic stories of the past, Lidl’s Christmas film, ‘Big on a Christmas you can believe in’ looks to the future, reassuring Britain in a time of great uncertainty that no matter what, Christmas will always be Christmas and Lidl will always be Lidl on Price. This counter-intuitive approach achieved great cut through, allowing Lidl’s enduring value proposition shine amongst the emotional clutter of Christmas advertising.
Results
- Crowned the most unique and distinctive Xmas ads amongst UK grocers (Cubery 2021)
- Brand attribution performed 10pp above category average (Ipsos 2021)
- Lidl outperformed the market across key Christmas product categories (Kantar 2021)