Inspiring a generation of Lidl dreamers

We have been working with the supermarket Lidl over the last three years to raise awareness of their football partnerships with The FA, FA of Wales and Scottish FA. This year, to celebrate The FA partnership and FA Lidl Skills providing 3 million opportunities for children aged 5-11 to play football, we devised the ‘Dream Big With Lidl’ campaign, inspiring the country to ‘Dream Big’ as the England team headed to Russia for the 2018 FIFA World Cup. 

The eight month campaign enabled Lidl to authentically link grassroots and national football with their products and brand, whilst building an association with the FIFA World Cup through The FA partnership. As part of this, working collaboratively with Lidl’s other agencies, we helped produce the World Cup ‘Dream Big with Lidl’ TVC which was shown throughout the World Cup and during England’s games.

We created campaign launch materials with all agencies, securing over 30 pieces of coverage in trade marketing and grocery titles, with a total readership of 63.5million. The ‘Dream Big With Lidl’ TVC itself was voted Opinium’s no.1 World Cup ad and un-prompted awareness of the partnership went up from 5% in May to 15% in July (YouGov).

To inspire local communities to ‘Dream Big’ the campaign was also brought to life in stores through point of sale, and in the Lidl stores where each of the players grew up, we installed personalised display units for the players, to remind shoppers of their local connection to the England team.
To further celebrate the players’ local communities, our ‘Dream Big’ video series detailed the journey some of the players had travelled on, as told by the key individuals who helped them achieve their dream of representing England. We spoke to teachers, coaches and friends of Marcus Rashford, Jesse Lingard, Ashley Young & Kyle Walker, who all retold stories of where their dreams began. The video series was widely covered in the media in the lead up to the World Cup and shared on Lidl’s social channels, by The FA and players themselves, securing a reach of over 340K.

In addition to this, to target Lidl’s audience throughout the World Cup on Lidl’s social channels, we launched ‘England’s Lidl team’ featuring FA Lidl Skills children. Using access to St George’s Park training centre, the children replicated moments the senior team would face in Russia, such as goals, cards and penalty shootouts.
To engage Lidl’s target market of parents, on the day the England World Cup squad was announced, we launched a cheeky ‘mock press conference’ video, introducing ‘England’s Lidl team’ featuring an all-star line-up of FA Lidl Skills children.  
We created over 100x pieces of videos and stills of our ‘Lidl team’ replicating moments the senior team would face in Russia, such as goals, cards and penalty shootouts. These were then used in our war room set ups, enabling us to distribute partnership content live on Lidl’s channels and to influencers during England’s six World Cup matches. The reactive content generated 6.2M total impressions, 123,000 engagements, 9,000 retweets and over 27,000 likes.

Though England weren’t entirely victorious, we celebrated their success in some of the players’ local Lidl stores, by reserving them their own car park spaces for their return. The PR stunt was widely covered across broadcast, print and online media, reaching a combined audience of 1.5 Billion.

The World Cup saw Lidl achieve record footfall and sales during the months of June and July, as shoppers bought food and drink for garden parties and barbeques to cheer on England.

More broadly, over the last three years, FA Lidl Skills project provided three million opportunities for children aged 5-11 to play football in England, with a 91% uplift in girls’ participation in FA Lidl Skills sessions. In Scotland, 300 Skills Centres were established, and girls’ participation rose by 200%. The launch of the ‘Lidl Play More Football’ scheme in Wales also saw 1,000 young people become ‘Directors of Football’, giving them the chance to follow in the footsteps of current Wales football coaches, and helping more kids to get active in Wales.