Sadly for us Aussies, German retailer Lidl shelved its plans to enter the local market last year deeming our grocery market too crowded and too expensive to compete.
For those unfamiliar with Lidl, think ALDI on a budget – if that’s even possible.
Over in the UK, the brand’s nabbed about five per cent of the grocery market and it, like all its competitors, also plays hard in the annual retailer festive ad contest.
Enter its 2021 work via the London-based, Accenture-owned creative agency Karmarama. Called “Big on a Christmas you can believe in”, the colourful spot shows Lidl’s array of festive fare (that includes £6 lobsters and even £3 caviar) all while weirdly attempting to predict the future.
B&T would describe the work as a clever take on a traditional theme, however, not everyone is a fan of the work. One UK trade site describing the ad as a “Christmas turkey that doesn’t get any better with repeat viewing…. rival Aldi’s Kevin the Carrot has hit them where it hurts.”
Decide for yourself below:
Commenting on the work, Nic Studzinski, chief creative officer at Karmarama, said: “Christmas is full of much-loved, long-standing traditions and, whilst home interiors, fashion trends and technology evolve over time, ultimately we know that there will always be a festive jumper, lots of delicious food and someone trotting out the same old jokes. And at the heart of it, there will always be Lidl.”
Lidl GB marketing director Claire Farrant added: “After a challenging couple of years, the nation wants to look forward not back, which is why we’ve set our lighthearted ad decades in the future. This is a food retailer first at Christmas and we feel Lidl is best placed to take our customers there.”
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