Lidl Jacket

OMD UK

Agency: OMD UK with Accenture Song, Talon, The Romans & Coolr
Client: Lidl

It’s late October 2024 and Berghaus have launched their AW 24 Icons collection with Oasis frontman Liam Gallagher sporting their unmistakably Lidl-coloured jacket. Part of the campaign included a series of murals of Liam in the jacket – so we decided to paint a Wonderwall. Enter stage left the “Lidl Jacket”. 24 pence worth of iconic British potato in DOOH accompanies simply by the words “Lidl Jacket”.

What made this campaign so special? The timing. On Wednesday morning we spotted a photo of the mural being painted, and by Saturday our ad was live. And it. Went. Viral. Social media exploded (including a blessing from the Archbishop of Banterbury themselves), with the media placement crowned “God tier” and “the perfect tactical media buy”. In the space of three working days, we pitched, signed off and launched a campaign that cemented Lidl’s place as one of the most creative, impactful and reactive marketers in the UK.