Today, Lidl UK, the Official Supermarket of the England football team launches its Dream Big with Lidl campaign, celebrating their three-year partnership and endorsement of the Three Lions as they prepare for The World Cup.
With support from agencies CSM Sport & Entertainment, TBWA\London, Starcom, 360i and GOAT, the campaign brings together both the supermarket’s backing of the England team and Lidl’s grassroots initiative ‘FA Lidl Skills’, which has created 3 million opportunities for 5-11 year olds to play football over the last three years.
TBWA\London has created a series of TVCs, which feature cheeky under-11s whom impart their wisdom to England footballers Gary Cahill, Kyle Walker and Raheem Sterling to help them succeed in the tournament.
View 60” ad here.
In a partnership first for the brand, the players are featured in above the line content. This will be live across cinema, radio, social, broadcast VOD, online video and large format DOOH in key city rail stations and mall locations, including Waterloo and London Bridge, as well as featuring in cover-wraps, consecutive FPs and partnerships in print, delivered by Starcom.
Claire Farrant, Marketing Director at Lidl UK, said: “The TVC highlights Lidl’s involvement in grassroots football and how over the last three years, the FA partnership has provided 3 million opportunities for boys and girls from local communities up and down the country to play.
“With the nation’s attention now fully focused on this summer’s tournament, we wanted to use this as a chance to inspire the next generation of footballers with our ‘Dream Big with Lidl’ campaign.’’
Mark Bullingham, Commercial & Marketing Director of The FA, said: “This innovative campaign brilliantly combines football participation with the nation’s excitement around this summer’s World Cup –two themes at the heart of The FA.
“Our partnership with Lidl has allowed The FA to invest millions into the grassroots game and help ensure that football is a sport for all.”
TBWA\London’s Chief Creative Officer, Andy Jex, said: “England players come face to face with kids from FA Lidl Skills. In a tournament year it’s reassuring to at last see a bunch of footballers with swagger, brimming with ideas and full of confidence. Raheem, Kyle and Gary weren’t on bad form either.”
With 77% of viewers second screening during matches*, Lidl has created multiple real-time assets using the children from the TVC to amplify the campaign at key moments across the tournament. This reactive content sees the children remain at the centre of the campaign, with the launch of England’s Lidl team.
The concept saw selected FA Lidl Skills children announced as part of Gareth Southgate’s ‘new’ team in a spoof press conference video released last week, created by CSM Sport & Entertainment. The children’s journey sees them replicating moments that their senior counterparts will face, from boarding the plane to Russia, facing major on-pitch moments such as goals, cards and even the nerve-wracking penalty shootout.
In a media first for Lidl, content will also be used reactively in a sponsorship partnership with ITV and Twitter, to cement Lidl’s association with The FA as Official Supermarket.
Digital agency 360i Europe will extend consumer exposure by distributing the partnership content reactively across Lidl’s social media channels during each England match, aligning the supermarket closer to the action. Global influencer agency GOAT will also be supporting the campaign by distributing the high-quality assets across their network of influencers. By natively seeding each asset, Goat will target Lidl’s key audiences through individually created posts.
The ‘Dream Big with Lidl’ campaign will also be promoted heavily in-store across POS produced by The Delta Group. Personalised free-standing display units will be installed into stores within the hometowns of each of the 18 players picked to represent the country, to encourage locals to ‘Dream Big’ for the whole team. A host of Official Licensed Products will also be sold in the lead up to the tournament.
The 60” hero television commercial to support the Dream Big With Lidl campaign will premiere on Thursday 24 May during ITV ad breaks for Emmerdale and Coronation Street. This TVC will run during England friendlies in early June, Soccer Aid and the first England group games.
The TV film director was Gabe Turner, the influential filmmaker whose previous work includes sporting documentaries The Class of ’92, I Am Bolt, and Samsung’s School of Rio commercial. Rattling Stick represented the director.
For more information on the campaign visit Lidl.co.uk/DreamBig
#DreamBigWithLidl
*Sports Fans and the Second Screen: https://www.thinkwithgoogle.com/consumer-insights/sports-fans-and-the-second-screen/
–ENDS–
Press enquiries
Sarah Emerton, 07919 381058, Sarahjane.Emerton@csm.com
About Lidl UK GmbH
Since establishing itself in the UK in 1994, Lidl has experienced continuous growth in Great Britain and today has over 22,000 employees, 710 stores and 12 distribution centres in England, Scotland and Wales. As part of the Schwarz retail group, Lidl is one of Europe’s leading organisations in the food retail industry. With a presence in 30 countries around the world, the supermarket, which has more than 225,000 employees globally, currently operates approximately 10,000 stores and more than 150 distribution centres in 28 countries globally. The family supermarket takes pride in providing its customers with the highest quality products at the lowest possible prices throughout Great Britain, from Kirkwall to the Isle of Wight. Social responsibility and sustainability are at the core of the company’s daily operations, with the company placing a strong emphasis on its responsibility for people, society and the environment. Lidl UK is passionate about working with British producers and sources two thirds of its products from the UK, working with suppliers across the British Isles wherever possible.
The Schwarz Group (Kaufland, Lidl) has been Europe’s largest food retailer since 2014 and generated a turnover of €90.2 billion in financial year 2016.
For more information about Lidl UK visit www.lidl.co.uk.
Lidl & Football
Lidl has invested more than £10 million in football partnerships across the UK
- In England, Lidl has partnered with The Football Association as:
- Lead Partner for FA Lidl Skills – grassroots football coaching program ran in and out of schools with professional FA coaches Lidl’s investment has helped to create 3 million for girls and boys aged between 5-11
- Official Supermarket of the England Team
- Official Fruit and Vegetables of the England Team
- Official Water of the England Team
- Meat & Poultry brand, Birchwood Farm is Official Product
- In Scotland, Lidl has partnered with the Scottish Football Association as:
- Official Grassroots Partner of The Scottish FA, including Title Sponsor of Lidl Skill Centres – providing accessible football facilities and improved kit and equipment for boys and girls aged 5-12 in Scotland through 300 Lidl Skill Centres
- Official Supplier of Fruit and Vegetables of the Scottish FA
- Official Supplier of Meat & Poultry of the Scottish FA
- For Wales, Lidl has partnered with The Football Association of Wales as:
- Lead Partner for the Lidl Play More Football Programme – extra-curricular youth football leadership and participation programme creating 1,000 secondary school student Directors of Football who will design and deliver football sessions to engage 30,000 young people in primary and secondary schools across a three year period
- Official Supplier of Fruit & Vegetables to The Football Association of Wales
Official Supplier of Meat & Poultry to The Football Association of Wales
CREDITS
Lidl:
Maya Orr/ Ashley Jamieson: Campaign Management
Helen Oberlin-Harris/ Jo Gomer: Partnerships
Tony Hunt:Creative
Creative Agency: TBWA\London
Chief Creative Officer: Andy Jex
Creatives: Dan Kenny & Tom Gong
Strategy Director: Justin Clouder
Account Director: Steph Ross
Account Manager: Ben Trenchard
TV Producer: Malika Patel
Production Company: Rattling Stick
Director: Gabe Turner
Producer: Stuart Bentham
DOP: Fede Alfonzo
Editor: Mark Edinoff @ Work
Post Production: MPC
Post Producer: Anandi Peiris
Colourist: Matthieu Toullet
VFX Supervisor: Jonathan Box
VFX Team: Kalle Kohlstrom, Vivekananthan R, Pratyush Paruchuri
Sound: Parv Thind @ Wave
Music: Wave Music
Sponsorship marketing agency: CSM Sport & Entertainment
Director of Communications: Joe Laing
Senior Account Director: Emma Williams
Senior Communications Manager: Sarah-Jane Emerton
Senior Communications Manager: Sam Wakefield
Account Manager: Naivasha Oakes
Account Coordinator: Matilda Oram
Media agency: Starcom
Business Director: Rachel Hayes
Client Investment Director: Jon Manning
Associate Director: Anna Peters
Senior Executive: Jamie Day
Influencer agency: GOAT
Head of Client Services: Alex Burgess
Head of Delivery: Frankie Hobbs
Campaign Director: Tom Bore
Campaign Manager: Oliver Bond
Digital agency: 360i
Executive Creative Director: Melissa Ditson
Creatives: Daniele Pulega & Martino Spavento
Strategists: Danielle Allen & Elise Madoe
Managing Partner: Simon John
Account Director: Max Austin
Account Manager: Ryan Hiscoke
Visual Communications Agency: The Delta Group
Andrew Dennis – Account Director
Kerry Afxentiou – Client Services Director
About TBWA\London: TBWA\London is an award-winning international creative agency with Disruption® at its core. It has over 100 multi-talented experts in creative, strategy, digital and broadcast. The agency dismantles the status quo to drive dramatic business results for all partners. TBWA\London’s tireless mission to find new spaces for clients has helped build a long heritage of culturally impactful work.
In October 2017, the agency engaged a new management team: Sara Tate (CEO) and Anna Vogt (CSO) who between them share multiple APG and IPA Effectiveness Awards; plus Andy Jex (CCO) – one of the industry’s most awarded creatives. As part of TBWA\Worldwide, the London agency is at the centre of a global network comprising over 11,000 people in 323 offices across 97 countries.
About CSM Sport & Entertainment: CSM, part of Chime Communications, brings together leading industry experts to offer the full range of services across sport and entertainment marketing. Working with brands, rights owners and live experiences, CSM exists to create impact through challenging convention. This happens because of the organisation’s shared belief that great minds don’t always think alike. CSM, across 26 offices in 19 countries, is made up of 1,000 entrepreneurial people who are empowered to put their hand up and challenge convention in everything they do.
About 360i Europe: 360i Europe is the London-based office of award-winning digital marketing agency 360i. Through insights, ideas and the latest technologies, our team of digital experts drive award-winning results for marketers. We are a highly strategic creative and media partner for clients combining together digital expertise – in insights, strategy, social, influencer marketing, search, analytics and media – with a deep understanding of how people discover brands and share stories across all channels. Our clients include TSB, Enterprise Rent-A-Car, Lidl, Eurostar and GoCompare.
About Goat: The Goat Agency is the leading global Influencer marketing agency (https://goatagency.com/). Goat runs multi-vertical influencer campaigns for top global brands from its LONDON HQ and it’s recently opened NYC office. Goat’s existing clients include Formula E, Malibu, and New Look. Goat operates with guaranteed results at its core.
About The Delta Group: As an award winning International Visual Communications Provider the Delta Group’s expertise lies in advising, creating, producing, activating and analysing a broad range of point-of-purchase visual communications, across the entire in-store and out-of-store marketing value chain. We understand the challenges faced by international retailers, brands and entertainment companies that operate in fast-paced, competitive environments. For over 20 years, we’ve provided end-to-end marketing services designed to integrate supply chains and help companies improve their marketing agility, reduce costs and achieve maximum returns on marketing investment.