LIDL
FREEWAY
BRIEF
How does Lidl cut through the Christmas noise during its busiest (and most competitive) trading period to remind shoppers that whilst it might be ‘Lidl on price’ it’s always big on value?
We had to dare to dupe like no one had ever duped before. To go bigger, braver and bolder than we ever had. To reaffirm in no uncertain terms that low cost doesn’t mean compromise. And ultimately, we needed a campaign with longevity. Something that reminded families and shoppers that although we’re a brand with personality that likes to have a laugh, we’re also on the side of our consumers.
IDEA
And so, it only made sense to go after perhaps the biggest and most iconic Christmas moment of the last 30-years. You can hear the jingle, you can see the lights, you can probably even picture Santa taking a sip. We’re talking, of course, about the completely original Freeway Cola Truck. 15-Tonnes of pure magic that pulled up in no less than 18 locations. Doing what a brand that cares should do at Christmas. Giving back to the communities who support us year-round.
We had mystery present boxes in the tens of thousands, free Christmas shops, golden tickets, mince pies, mulled wine and even granted Christmas wishes. It was a Lidl winter wonderland which served 18 different communities, most of which are skipped by some other famous truck we’ve heard about. And people came in the thousands, come rain or shine, to each and every stop.
RESULTS
The campaign delivered 488 pieces of coverage - with standout national and crucial regional coverage, it became Lidl’s most successful PR campaign to date, delivering unmatched reach.
More than just coverage, the campaign had a meaningful impact on the 18 communities visited. From the thousands of mystery boxes to the hundreds of free food shops to countless Christmas wishes granted.
Not only that, but Lidl stores reported their highest ever footfall when the Freeway truck visited and December saw Lidl take the top brand reputational spot of ALL retailers.
