Lidl takes Christmas into the future to prove it will always be ‘Lidl on Price’

The festive campaign sits within the supermarket’s ‘Big On’ creative framework, which aims to make Lidl as famous for quality as it is for price.

Lidl is doubling down on its promise to provide quality food at low prices this Christmas, as its 2021 campaign imagines what a Christmas of the future might look like.

Created by advertising agency Karmarama, the ad begins with a present day traditional family Christmas lunch, showcasing some of the festive foods Lidl has on offer. Prices are displayed front and centre throughout.

Promising to be ‘Big on quality and always little on price’, the ad restarts with the same group at the Christmas table, but this time set in a future time when turkeys are carved by lasers and some family members have moved to the Moon.

A third iteration travels even further into the future, with new technology, immortal family members and a dog that is able to steal food off the table using a telekinetic device. The 60-second spot closes on the tongue-in-cheek line ‘Even when we’re carving turkeys with lasers, we’ll always be Lidl on price’.

“After a challenging couple of years, the nation wants to look forward not back, which is why we’ve set our light-hearted ad decades in the future,” says Lidl GB’s marketing director Claire Farrant.

“Given our commitment to always be big on quality, Lidl on price, this year we wanted our Christmas advert to show that we really do mean always, no matter what the future has in store for us.”

Sitting within the supermarket’s ‘Big On’ creative framework, launched in 2019, the new Christmas campaign builds on 2019 and 2020’s ‘Big On a Christmas You Can Believe In’ positioning.

On launching the framework, Farrant told Marketing Week: “We’re not as famous for quality in the way we are for price. We felt that we needed to start speaking with real authority and celebrating how proud we are to be one of the fastest growing retailers, with our stores full to the brim with high-quality products.

“If we communicate this right, we believe that we can encourage shoppers to buy more from us and to do the all-important weekly ‘big shop’ at their local Lidl, as well as their top-up shops.”

Last year’s Christmas ad poked fun at the clichés of traditional festive advertising with a campaign eschewing “cutesy characters” and an “unrealistic” vision of Christmas, instead focusing on a twin message of value and quality.

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