LIDL
LIDL X LIDL
BRIEF
Lidl tasked us with driving cultural relevance and brand fame in the UK, using earned and social to punch well above our weight.Research proved that 55% of fans are more likely to engage with brands that sponsor their fandom.
However, we didn’t have the rights. But we did have receipts.Lidl had a two-year unofficial history with the Gallagher brothers which gave us something no other brand had: legitimacy in the eyes of fans. We just had to capitalise on it in a way that would excite them.
IDEA
We get it. You can’t hear Little by Little without thinking Lidl by Lidl, but for us, a pun wasn’t enough. We needed the perfect culmination of all the Lidl x Oasis moments to date, and something only Lidl could do.So, we created something that could live forever. A new fashion brand, Lidl by Lidl, just in time for the reunion shows. And the first item? A parka built for live music experiences.
Made from a performance polyester which is beer and waterproof, the jacket also came with handy features for those attending the shows like... beer cooling pockets for your roadies. Bottle opening zip tie. The iconic Lidl badge on the sleeve (for those who want to get it in). We then unveiled the jacket on a mural that was specifically chosen to generate mass buzz and news. Yes, it was in the same location as Liam’s Stone Island mural, outside the band's beloved Manchester City home ground, the Etihad.
RESULTS
279 publications covered the story with 1.1bn reach. 8 top tier national broadcast slots, including This Morning and Lorraine.The jacket sold out in 2 minutes.
We didn’t pay millions for an official partnership, instead, we created something Lidl customers and Oasis fans alike went mad for, leaning on the historic banter that aligned the supermarket and the band. Even Noel’s agent got in touch to ask for jackets for the whole band… and although we had a laugh with the campaign, the final product was no joke, it was a premium piece of clothing at an affordable price, which is why 195,000 fans tried to get their hands on one, with all proceeds going to charity.
And the credibility was shown through the publications that covered it. A supermarket in RollingStone - who would have thought it?
