Lidl, the supermarket chain, are launching their new nationwide Easter TV campaign from the 5th March.
Created by TBWA\London, “The Little Pub” adds a new dimension to the #LidlSurprises campaign. The 60-second launch ad, filmed at a gastro pub in North London, shows real people enjoying an Easter feast complete with seasonal favourites such as roast lamb and chocolate bunnies. Presented with a menu void of prices, guests were asked to pay what they thought the food and drink was worth, before the actual cost and source of the food – Lidl – was revealed. Their real reactions conveyed the shock and subsequent surprise at Lidl’s unrivalled combination of quality and low prices.
Arnd Pickhardt, Lidl UK’s Advertising and Marketing Director, said: “The #LidlSurprises campaign kick-started a perception change amongst the British public around how they felt about Lidl and what it signified to them, in turn making them curious to try the Lidl experience for themselves.”
Chris Spenceley, TBWA’s Brand Leader for Lidl, said: “It’s great working with a client that has such confidence in the quality of their product. It gives us a unique opportunity to continually surprise the British public in ever more creative ways.”
TBWA\London have also created a complementary mobile game, “Easter Egg Hunt.” The game, a highly addictive and shareable experience for adults and children alike, challenges players to help Henrietta the Hen find her Easter eggs, before inviting them to register for Lidl’s newsletter and enter into a prize draw. Playable across all devices, the game will be available on Lidl’s online Easter hub, which will go live on the 5th March. Here, customers will also find competitions and unique Easter recipes, all made by ingredients sourced from Lidl.
The TV ad will air in one 60-second segment from the 5th March, and will also air in 30s, 20s and 10s. The hashtag #LidlSurprises encourages customers to go online and share their experiences.