Lidl's 'Big on' campaign, created by its advertising agency Karmarama, will run across TV, posters, press, radio, digital and social channels. In the TV commercial we see autumn in all its ‘can’t-make-its-mind-up’ glory, as we misjudge the weather, pick up a little sniffle, or embrace a grey Sunday afternoon. Showing that Lidl can help you deal with the lot.

The execution puts a strong emphasis on both quality and range across all in-store categories, showing that Lidl is ‘Big on’ all the everyday essentials you need at every time of the year, featuring copy lines including “Big on roasting when it’s toasting. And roasting when it’s not” and is the second advertising campaign in the ‘Big On’ series as the brand continues to grow its market share.

Nik Studzinski, chief creative officer at Karmarama, said of the new campaign: “Whether it’s sunny or rainy, whether you’re under the covers or playing in the puddles — Lidl has all the high-quality products the nation needs, at the Lidl prices everyone wants. Bring on autumn”.