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Lidl Savagely ‘Upgrades’ Billboards Of Rivals To Parade Its Festive Offerings
By Mikelle Leow, 06 Dec 2018
Image via Lidl UK
The supermarket war for this festive period isn’t over yet. Outdoing its punny takedown of John Lewis’ Christmas advert, UK discount retailer Lidl is back to slay rivals Marks & Spencer and Waitrose.
Teaming up with global advertising agency TBWA, Lidl has launched a series of billboards that bring its competitors into the spotlight—albeit not to their advantage.
“As part of our mission to upgrade the nation’s Christmas, we thought we’d help some of our competitors upgrade their poster ads,” the brand details.
In this campaign, Lidl’s banners are “pasted” over posters designed in the styles of Waitrose and Marks & Spencer, drawing focus to its cheaper Christmas offerings that are apparently also more superior.
In one of the ads, Lidl plays Mad Libs with the tagline for Marks & Spencer’s mince pies: “These aren’t just any mince pies. These are…” continuing it with, “Our ‘Deluxe’ deep-filled mince pies. And they’re over a pound cheaper.”
It also sticks a fork in the mouth of Waitrose, which touts that its Christmas puddings are “matured for six months.”
“But ours is matured even longer,” Lidl argues. “And it’s much cheaper.”
Perhaps the most amusing part of it all is that these billboards are placed near the locations of the brands being trolled. The chain is more than a Lidl bit brutal.
[via The Drum, images via Lidl UK]
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