Lidl UK, Britain’s fastest growing supermarket*, premiered its latest Easter ad created by TBWA/London, during the ad break of ITV’s Emmerdale at 19:15 on Wednesday 22nd March, which reaches an estimated 7 million viewers across the UK.
The creative builds on Lidl’s impactful #LidlSurprises activity, also dovetailing with its ‘Big On Quality, Lidl On Price’ (BOQLOP) campaign which launched in January. The latest ad continues to directly address misconceptions about Lidl’s produce by boldly approaching real-life sceptics, giving them the opportunity to see for themselves how its products are sourced.
The ad, transports viewers to a daffodil farm, Belmont Nurseries in Norfolk, highlighting once again the true provenance of Lidl’s products, telling the Lidl story of high quality through the lens of the family farm. For the first time, the product featured in the ad is nonfood related, showcasing Lidl’s commitment to high quality across its flower and plant range.
It opens with a snapshot message from ‘anti-advocate’ Samantha, claiming “The daffs at Lidl always look as though they wouldn’t even last a couple of days”. Viewers are then transported to Lidl’s daffodil supplier farm in Norfolk, which is a family run business.
The ad shows how the farm, run by Mark Eves, grows its daffodils, highlighting the care taken to nurture each individual flower, to ensure the handpicked stems delivered to Lidl are the highest possible quality, and can last up to ten days.
*February 2017 Kantar World panel results