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Lidl Celebrates ‘Mince Pie Mavericks’ in Festive Campaign

Trio of films created by TBWA\London and directed by Outsider’s Jim Gilchrist

Lidl Celebrates ‘Mince Pie Mavericks’ in Festive Campaign

Lidl UK premiered its 2017 Christmas campaign this past weekend, under the slogan 'Every Lidl Thing For Christmas'.
The multi-channel, multi-execution campaign was created by TBWA\London to engage all the various festive personalities throughout the Christmas season. The creative concept identifies particular personas that people inhabit during Christmas; highlighting that whoever you are, and however you celebrate, Lidl has everything you could want.
The first three executions of the new campaign make their debut tonight at 19:45 during Coronation Street, reaching an estimated seven million viewers across the UK.

Each individual execution of this campaign portrays modern, eclectic and relatable characters that are true to humorous British behaviours during the Christmas build up. We identify these behaviours in our campaign as ‘tribes’. The tribes include a Mince Pie Maverick, a Cavalier Carver, a Visiting Vegetarian, a Cheeseboard Champion, a Tipple Technician and a Pudding Perfectionist, celebrating all the quirks of Christmas dining.

Claire Farrant, Advertising & Marketing Director at Lidl UK, said: “Our campaign ‘Every Lidl Thing For Christmas’ has been developed to showcase the fantastic breadth of food and drink we have for the UK customer at Lidl.  Each Christmas tribe is paired with a Lidl product, demonstrating how we are offering everything anybody could want for this Christmas, and always at unbeatable value.”

The ads have a staggered launch running from 3rd November until Christmas and the run up to New Year in a total of eight 20” TVC spots. The fully integrated Christmas campaign will be rolled out across TV, Radio, Press, Online, Digital Outdoor, Social and POS.

Brand: Lidl UK

Creative Agency

TV Producer: Malika Patel

Senior Account Manager: Rosie Gilligan

Integrated Producer: Simon McGeough

Creative Director: Paul Weinberger

Creative Agency: TBWA\London

Creative: Scott Andrews, Leigh Gilbert

Account Manager: Maria Coyle

Account Director: Steph Ross

Music and Sound

Sound Engineer: Parv Thind

Sound Design: Wave

Music Supervision: Mcasso


Editor: Ben Campbell

Edit Company: Cut + Run

Post Production / VFX

VFX Supervisor: Alex Lovejoy

Producer: Anandi Peiris

Post Production House: MPC

Colourist: Jean-Clement Soret

Production Company

Production Company: Outsider

Producer: Tex Travi

DOP: Theo Garland

Director: Jim Gilchrist

Category: Retail and restaurants , Supermarkets

Genre: Comedy , People