Lidl has continued to market itself this Christmas by unveiling a range of innovative media activations, including a ‘first-of-its-kind’ Spotify sponsorship and a bespoke digital game launch.
Following on from the launch of its 2022 Christmas advert – featuring Lidl Bear – the discounter has partnered with Spotify to become the first ever sponsor of its ‘UK Christmas Number 1s’ playlist.
Organised by media agency OMD, the sponsorship is set to see Lidl premiere festive audio ads alongside a 45-song selection of the nation’s favourite Christmas classics.
As well as the music streaming sponsorship, the supermarket has also collaborated with entertainment company King to introduce Lidl Bear into popular games such as Candy Crush. The character – dubbed as this year’s most unlikely Christmas icon – will feature in a playable ad that will challenge gamers to guide the Bear home as he parachutes through the night sky.
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As part of the continuation of the brand’s Christmas campaign, Lidl is also asking customers to drop off new and unopened toys and games to Lidl Bear’s Toy Banks in stores, to be gifted to children that need support in their local area.
“This Spotify partnership is another great new media activation to support Lidl Bear and the Christmas campaign, to continue to bring festive joy to the nation,” Lidl GB head of campaigns and media, Jo Gomer, said.
“When we set out developing Lidl Bear our goal was to create humour and deliver our message about what’s important this Christmas. That’s why, rather than selling this unlikely celebrity, it has instead been the inspiration for our Christmas charitable drive.
“And as we get closer to the deadline for donations on December 16th, we want to encourage anyone that can to head down to their local store and donate – helping to ensure every child experiences the joy of a beloved toy this Christmas.”
