Lidl’s Christmas ad shows its turkeys from farm to plate

The German discounter focuses on product quality in Christmas campaign featuring a farmer who is “addicted to turkeys”.

Lidl is highlighting the “freedom” its turkeys enjoy, as it uses its Christmas ad to once again talk up the quality of its food.

Serving as the first chapter of its Christmas campaign, the headline ad, created by TBWA, features shopper Debbie who previously tweeted her concerns that Lidl turkeys were kept in prisons.

However, Debbie is won over after being taken to a farm in Norfolk where Lidl free-range turkeys are treated to 20 acres of land and even fed apples by farmer Tony Kerry.

Having debuted during tonight’s (12 November) coveted The X Factor ad break, the campaign also marks the first time Lidl has done digital out-of-home, having released five-second teasers at London underground stations over the past few days.

READ MORE: Lidl’s marketing director on the next chapter for Lidl Surprises

Lidl’s UK marketing director Claire Farrant is confident the Turkey-heavy ad can give it an edge over rivals. She told Marketing Week: “Our customers overwhelmingly told us turkey was the most important Christmas food so we thought it made sense for it to be the next focus of Lidl Surprises.

“And Kerry is absolutely addicted to turkeys, he’s the king of turkeys, so we thought his passion would really show off our product quality.”

And – with perhaps a shot at rival Aldi – she added: “We didn’t want to do just another Christmas character but to tell a human story instead. That’s what will give us the edge this Christmas. There’s no need to try to emulate others as it is already such a convoluted marketplace.”

turkey-in-lidl-ad
Lidl shows both living and dead turkeys in its Christmas ad

However, Lidl might put some viewers off their dinner, with one of the ad’s feathered friends later brought out fully cooked as the centrepiece of a Christmas dinner. “As a vegetarian myself, I was very conscious of that risk,” admitted Farrant.

“But during the consumer research the majority of respondents told us animal welfare and the Christmas shop should be of equal importance.”

She added: “Yes, there will always be the odd person that feels uncomfortable but that’s the same with any campaign. Turkey won’t be the only focus and another ad will focus on the production of another Christmas dinner staple. Our social media campaign will also highlight veggie alternatives.”

A successful evolution

Lidl evolved its Surprises campaign back in July based on internal research that revealed many Britons still consider its supply chain in a “derogatory way”. It wants the new ads to go after these “anti-advocates”.

July’s campaign highlighted the production of steak, mussels, strawberries, and broccoli, with Farrant revealing that sales of the four products have increased 4.5 times faster than Lidl’s other ranges over the past three months.

Farrant believes the sales rise proves the Lidl Surprises campaign is achieving an impressive ROI.

“Since July, we have attracted a substantial amount of new customers and we’re only three months in to the next phase. The Lidl Surprises campaign has had a real halo effect and will keep going so long as customers demand it. In non-food we still have a big story to tell,” she added.

“It was important that our Christmas campaign wasn’t an isolated event. It was a very deliberate decision. We want to talk about our low prices and high quality 12 months of the year.”

Hide Comments6 Show Comments
Comments
  • Junehowieson 15 Nov 2016 at 11:31 pm

    Is it possible to order a turkey

    • Shona Wightman 21 Nov 2016 at 5:51 pm

      It’s possible to also to have a cruelty free Christmas, ever thought of that ?

  • G Sharpe 16 Nov 2016 at 7:31 pm

    Can you confirm that every farmer who breeds/despatches your turkeys ensures they live the free range life you depict on tv, and can you confirm they meet a just, painless, stressless end?

  • Shona Wightman 21 Nov 2016 at 5:50 pm

    What a load of lies! Where does it show ‘ From farm to plate” you seemed to have missed out the turkeys being murdered ! If it’s good enough for you stomach it should be good enough for your eyes, so why is that not being shown ? perhaps if people saw how they are murdered they might change their minds, dear Debbie was happy enough to sit & eat one, did she murder one also ?more lies they are prisoners or else tell me where they were released to.

  • Cat Jones 21 Nov 2016 at 6:02 pm

    “Addicted to turkeys?”…. more like addicted to money the deceiver of truth. Ugh…. Raising animals…something for nothing. An animal produces babies, the babies are free…just raise as cheaply as possible, murder them, get paid and make sure your turn around time for birth to the slaughter house is as short as possible. Its all about the money…nothing more…nothing less. Selfish selfish people causing such pain and suffering to a living being. You think you are good people? You aren’t when billions of animals die just because you like the taste. Creepy, cruel and callous . Go vegan.

  • M Laird 25 Dec 2016 at 4:07 pm

    OK – Christmas just ruined by Lidl’s turkey. When removed from wrapping it smelt rather strong and the skin was slimey. Internet search suggested it was not safe to eat. We did cook it partially but just opening oven door convinced us that something was really wrong, so it ended up in bin. I certainly won’t forget my first Lidl turkey and will certainly not buy from them next year.

  • Post a comment

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here