The pop-up school follows the recent #LidlSurprises campaign, which has seen it also create pop-up restaurants, pubs and market stalls in a bid to convince the middle classes of the quality of its food and drink offering.
For the first time, Lidl has debuted the Christmas ad, created by TBWA\London, through social media, with the 60 second advert to follow on TV this evening.
It has also worked with social media agency Cubaka to launch a virtual ‘school of Christmas’ where its shoppers can receive digital lessons and tips from its Michelin-starred chef endorser Kevin Love.
“We wanted to find a way of helping to make this time of year a little more stress free for families,” says Georgina O’Donnell, head of communications at Lidl.
“With a splash of humour, our various ‘classes’, featuring across multiple channels, will help shoppers navigate this tricky time of year.”
Lidl hit a market share high of 4.3% in the latest supermarket share data from Kantar Worldpanel and is expected to continue its recent momentum over the competitive Christmas period.
In a recent interview with Marketing Week, Lidl’s marketing director Arnd Pickhardt said British shoppers were tiring of the ‘price-led’ communications of the big four supermarkets.
“I can see that there seems to be a pattern of a very price-led communication, I assume that consumers might find it difficult to differentiate when the focus seems to be on a very similar topic. With Lidl Surprises we are offering something unique.”
Hear all about the importance of retail brands at this year’s Festival of Marketing. Taking place on 11 and 12 November there will be 12 stages and hundreds of speakers. Click here for information and to book tickets.