Lidl’s Easter ‘Lidl Surprises’ campaign pivots on the premise of people being more astonished by Easter bargains than life-changing news.
For instance, over an indulgent-looking lunch, a woman tells her other half that she’s thinking of leaving him for someone else. Rather than being shocked by the news, her partner is more surprised that the reasonably priced three-bird roast and Prosecco on the table are from Lidl.
In another ad a woman tells her mother that she has got engaged to a 74-year-old man, but mum is more shocked about where the Easter delights around her are from.
Another ad shows a man being told by his host that at six o’clock the guests usually get naked and dance round the bonfire. The man reacts not to this but instead to the wine bargains available from the supermarket.
Lidl’s humorous campaign stands out in the grocery sector, which can often be rather twee and predictable in its advertising.