LIDL
FASHION WEEK
BRIEF
Our starting point was to locate Lidl’s least likely Lidl-er. The cohort of people most resistant to even adding us to their consideration set. We took a look at the potential candidates:
Rural toffs and Wooster-ish gentry? Nope. Just as brassic as the rest of us, if not more so. Plus they’re all famously shameless and certainly wouldn’t baulk at the prospect of snapping up some cut-price Lidl lobster.
Small-plate foodies? Nope. They’re already instagramming Lidl’s biodynamic wines.
Swampy, Greta and Jeremy Corbyn? Nope. Our eco credentials are actually outstanding.
And then it hit us. The fashion lot, of course. The guys that know all the labels and designers, who exclusively wear black and can mentally price your entire outfit and life from across across the street. The people who have more money than sense and think Cozzie Livs is most likely Balenciaga’s latest swimwear collection.
IDEA
Our strategy: treat Lidl like a French fashion house and, with tongue firmly in cheek, see if we could get the most po-faced fashionistas to be compelled to see the Lidl brand everywhere they looked.
Every week, Lidl announces what it is selling in ‘The Middle of Lidl’. For the uninitiated, this is a large, slightly ramshackle aisle that houses lots and lots of non-food items. Sometimes it will be canoes. Or air fryers. Or tents. Or the complete works of Marcel Proust.
Our idea: to coincide with London Fashion Week, let’s launch our Middle of Lidl range as if it were a new collection from Dior. We called it Lidl Fashion Week.
RESULTS
During the busiest week in the fashion calendar, a moment fashionistas wait with bated breath to watch million pound spectacles hit catwalks and headlines at LFW, this year it was Lidl that dominated.
We secured 59 pieces of top tier coverage. From the über trendy HYPEBEAST, Hypebae and Highsnobiety, to nationals like The Daily Mail, The Guardian and Metro, not to mention every regional title reaching from Devon to Aberdeen.
It. Went. Everywhere. Want a meaningless reach figure? Sure. 1,198,161,052. Far more importantly, at a time when steely faced fashionistas were strutting their stuff in that London, donning those labels that most of us can’t afford, we got the fash pack considering an air fryer as a genuine accessory to complete their next look, and the rest of the nation laughing their way down to the Middle of Lidl, filled with a little more brand love.
