This New Campaign from Lidl Teaches Us How to Prepare for the Holidays
Christopher Magsambol — November 4, 2015 — Marketing
British discount supermarket Lidl wants people to be ready for the holidays with a new campaign centered on Christmas preparation. This ad creates fictional Christmas classes that when you think of it, could actually be useful if they were real. Some of these classes include lessons on preparing leftover sandwiches and untangling Christmas lights, which seem to be things we are forced to deal with around the holiday season.
The 'School of Christmas' campaign from Lidl tackles a more realistic experience that many brands seem to ignore -- the stress of the holidays. By providing fictional classes on seemingly mundane activities, the store is able to present itself as a practical solution. Shopping and planning during the holidays can sometimes be tricky, but Lidl has successfully positioned itself as a place that can help.
The 'School of Christmas' campaign from Lidl tackles a more realistic experience that many brands seem to ignore -- the stress of the holidays. By providing fictional classes on seemingly mundane activities, the store is able to present itself as a practical solution. Shopping and planning during the holidays can sometimes be tricky, but Lidl has successfully positioned itself as a place that can help.
Trend Themes
1. Practical Holiday Preparation - By offering classes on mundane activities like preparing leftover sandwiches and untangling Christmas lights, brands can position themselves as practical solutions for the stress of the holiday season.
2. Fictional Training Programs - Creating fictional classes that tackle common holiday challenges can be an innovative way for brands to engage with customers and showcase their products or services.
3. Emphasizing Realistic Holiday Experiences - Addressing the stress and challenges that come with holiday shopping and planning can help brands connect with customers on a more relatable level and gain their trust.
Industry Implications
1. Retail - Retailers can take advantage of the holiday season by offering practical solutions, such as holiday prep workshops or specialized products, to help customers navigate the stress of the season.
2. Marketing and Advertising - Marketers and advertisers can create engaging campaigns centered around fictional training programs that address common holiday challenges, allowing brands to showcase their offerings in a unique and creative way.
3. Consumer Goods - Consumer goods companies can develop products that alleviate common holiday stressors, such as easy-to-prepare meal options or tangle-free Christmas lights, to meet the practical needs of customers during the holiday season.
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