Lidl Cheekily Trolls Its Competitors' Billboards for Christmas

Lidl has today unveiled a new campaign which highlights the retailer’s strongest festive food offering yet. 

Created by TBWA\London, the outdoor adverts, which appear across the UK, take a cheeky swipe at other retailers – and some of Lidl’s top competitors - reminding consumers that only at Lidl can they can get better quality Christmas food at a cheaper price. 

Ryan McDonnell, commercial director at Lidl UK, explains: “Our Deluxe range offers customers the best value and quality in the market and these ads are all about us getting that message out there. Shopping anywhere else means customers are paying more then they need to for great Christmas products. From our 24 month matured Christmas Pudding and our Baklava Mince Pies, to our Deluxe Broadland Free Range Turkey and Gingerbread Gin Liqueur, our premium range means customers can really upgrade their Christmas this year, without a hefty shopping bill.” 

The ads feature the tongue-in-cheek tone the brand has become synonymous with. As well as the recent launch of it’s Upgrade Your Christmas campaign, the brand posted a humorous advert of a Yamaha YPT-255 piano, following the broadcast of the Elton John & John Lewis Christmas advert, with the line ‘It’s a Lidl bit funny…’ which saw hundreds of Lidl fans commenting in response. 

The OOH campaign ties into the wider campaign strategy that there's no need to go to more expensive supermarkets and pay more at Christmas, because you can get the quality you expect and deserve on all your Christmas staples, favourites and treats, all at Lidl's customary great value prices, thanks to Lidl's biggest and best ever Christmas range.

The resulting creative takes a swipe at more expensive supermarkets M&S and Waitrose, as their ads are sabotaged by Lidl, who boast award-winning mince pies and a more matured Christmas pudding for cheaper.

The outdoor creative will featured across 220 sites across the UK until Christmas Eve. 

Andy Jex, creative director at TBWA, commented: "There's always better quality and prices at Lidl and where better to tell everyone that than on the doorsteps of their competitors."