TBWA\London takes real-life sceptic to Lidl's turkey farm
Lidl UK premiered its brand-new Christmas ad campaign, created by TBWA\London, during the first break of The X Factor on Saturday 12th November, which reaches an average of 8 million viewers during the live show.
Highlighting Lidl’s authenticity, provenance and quality, alongside its products’ incredible value, the Christmas ad campaign directly and bravely addresses misconceptions often associated with Lidl’s low prices, leading customers to question its quality and sourcing credentials.
The ad marks one chapter of Lidl’s overall Christmas campaign, and builds on the most recent instalment of its #LidlSurprises campaign, which launched in July this year. Lidl boldly approached real-life sceptics – discovered via social media and independent market research – for its Christmas ad campaign, offering a job for a day at the farm of Lidl’s key suppliers. The campaign hones in on key hero products that are at the heart of the Christmas meal, with tonight’s ad focusing on Lidl’s free range turkey, where ‘anti-advocate’ Debbie is given the opportunity to see for herself how Lidl’s products are sourced, while her genuine experiences are filmed for the ad.
The ad transports viewers to Lidl’s turkey supplier farm in Norfolk to meet one of the farmers that Lidl works with, Tony Kerry, who has been looking after poultry for over 20 years.
Anti-advocate Debbie joins Tony at the farm on his daily bird check, so that she can see for herself how well they are looked after, the conditions in which they are reared and the fresh food they are fed daily, as well as challenge him with her concerns about where they come from. Having previously assumed the farm is like a “prison for turkeys”, Debbie is surprised and happy to learn that Tony’s entire gang is homed in a spacious barn that spills out onto more than 20 acres of land specifically for the birds, making them the highest possible quality of free range turkey for Christmas.
Championing the RSPCA Assured ethical food label and raised to high welfare standards, Lidl’s free range turkey makes it simple for shoppers to see and be sure that the product comes from a British farm where the birds have had a better life.
The fully integrated campaign will encompass TV, social, video on demand, and digital, and follows the success of Lidl’s Easter and Evolution ad campaigns, also created by TBWA\London.
Claire Farrant, Advertising and Marketing Director at Lidl UK, said: “This launch represents another bold step on from our #LidlSurprises campaign for Christmas, and highlights our commitment to being transparent about where our products come from, particularly during the critical Christmas period. We’ve always been known for our low pricing and we continue to surprise consumers up and down the country by showing that it’s possible to deliver the highest quality produce, at the best value. Our Christmas campaign, like our ads since July, will continue to dispel public misconceptions directly, and it’s been great to have Debbie at the farm to see it first hand!”
Andrew Chisholm, Managing Partner at TBWA\London, said: “Following the success of our latest ad campaign with Lidl earlier this year, we are confident that introducing a real-life sceptic to Lidl’s turkey farmer is the best way to tell its quality sourcing and provenance story, to really hit home for the festive period. It’s been a fantastic experience to welcome Debbie onto the farm and just let the cameras roll, and has made for a truly authentic and refreshingly down-to-earth Christmas campaign for 2016.”
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