‘Lidl Jacket’
Lidl

Role: Creative Director - Site discovery, planned and pitched the idea.
Collaborator: Lidl clients, Droga 5 London (Creative), Talon (Media Buying), Coolr (Social), The Romans (PR)

Context - What’s the story

It’s late October 2024 and Berghaus have just launched their AW 24 Icons collection with Oasis frontman Liam Gallagher sporting their £400
Trango jacket.

What the outdoor clothing brand probably weren’t expecting was the Internet’s reaction. With thousands noting that the colours of the jacket were very iconic for another reason. They were Lidl’s. The unmistakable blue, red and yellow. Lidl’s social team capitalised swiftly on the unexpected association, Tweeting: “Sound colour choices, @LiamGallagher”. (look over there 👉)

As part of the campaign Berghaus commissioned a series of murals of Liam in the jacket in London and, of course, in his native Manchester.

Idea - The importance of being Lidl

We decided if someone paints a Wonderwall for their ad campaign the least we could do was attempt to ‘hijacket’.

Enter stage left (which in this case was smack bang in front of the mural in Manchester’s Northern Quarter) the “Lidl Jacket”. 24 pence worth of
iconic British potato brought to life on a state-of-the-art digital display accompanied simply by the words “Lidl Jacket”.

For the full run down of how the site was found and background to the work and team behind the campaign - check out my full LinkedIn write up here.

Supersonic Results

It went, for want of a better word, viral. Actually, let’s not say viral
let’s go with Supersonic. Local media and Mancunian passers-by set the social touch paper with meme pages following (including a blessing from his holiness the Archbishop of Banterbury) swiftly after in celebrating what was referred to as a piece of…

“God tier media placement” and “the perfect tactical media buy” by industry onlookers.

In total the campaign drove over 10.8 million impressions and over 155,000 engagements across social. It was also the only reactive piece of out-of-home marketing to be featured in Campaign’s Top 10 Out-Of-Home List for 2024.

Biblical.

(not-so-morning) Glory

Campaign Media Award - Winner - Experiential, Print and Out of Home
Campaign Media Award - Highly Commended - Creative Idea Under £250k

One Show - Finalist - Cultural Driver - Content at the Speed of Culture
One Show - Finalist - Out Of Home - Use of Humour

@marcos.angelides Lidl have just taken reactive marketing to another level. It all started when Liam Gallagher announced his collaboration with the outdoor clothing brand, Berghaus. However, Lidl quickly to pointed out that the £500 jacket kind of looks like their uniform. Unfortunate. Everybody quickly jumped on board to troll the singer. But it didn’t end with a quick social media roast. No. Lidl decided to double down. They've now taken over a billboard next to Liam's mural in Manchester. With Lidl advertising their 29p 'jacket' potatoes It's just so good. When it comes to reactive marketing people think you just have to be quick. But it's more than that. You have to go all the way. The joke has to be punchy. The presence has to be large, and the placement has to be perfect. And that's exactly what Lidl have done here. #lidl #liamgallagher #berghaus #reactivemarketing #marketingnews #advertisingandmarketing ♬ Little By Little - Oasis
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