Folk Wunderman Thompson campaign addresses consumer mindset that compromises need to be made on the weekly shop as the cost of living crisis deepens
Dublin based creative agency, Folk Wunderman Thompson and Lidl Ireland have launched their first campaign since Folk won the account in June, following a competitive pitch process.
The rallying call of Go Full Lidl aims to empower shoppers across Ireland that despite the very real financial issues that families are facing with the cost of living crisis, by doing their full shop at Lidl, they can be confident that they don’t have to compromise on those all-important quality and choice aspects while benefiting from the across-the-board low prices that Lidl is renowned for.
Go Full Lidl features real-life Lidl shoppers, recruited through Lidl’s social channels in a process which saw over 1,200 customers applying to be featured, the campaign is truly representative of Lidl’s diverse shopper network across the length and breadth of the country. Comedian and improviser, Tony Cantwell provides the voiceover for the TVC, radio and digital content. The campaign will be live from Monday 5th September, across TV, radio, OOH, social and digital display, within a bespoke hub that gives customers more helpful tips on how to pay less for the weekly shop, when you shop at Lidl.
Commenting on the campaign launch Abi Moran, CEO, Folk Wunderman Thompson said, “Our inspiration for the campaign came from the reality of what shoppers are facing in Ireland today. Rising grocery prices mean many are compromising on what they can buy each week for their family. We are encouraging every shopper in Ireland to Go Full Lidl and really see the benefits of doing it. It’s shopping without feeling the need to compromise on what you put in the trolley. The campaign features real people to reflect the fact that the Lidl are all about its customers and it’s been a lot of fun to capture that authentic Irish humour in the work too.”
Fiona Fagan, marketing director, Lidl Ireland and Northern Ireland added, ‘Go Full Lidl is something we want to insert into the mindset of consumers across the country. We want to show that when you do your full shop at Lidl you don’t need to compromise on anything – you can have the full trolley, high-quality and award winning produce while supporting Irish suppliers and availing of our low prices.’
In addition to the above the line campaign, Lidl will also be launching a national activation in the coming weeks, and a Digital hub for shoppers featuring inspiring recipes using weekly Super Savers offers and everyday low prices which will help to bring Go Full Lidl to life for shoppers, alongside engaging content.
AGENCY: Folk Wunderman Thompson
CREATIVE PARTNER: Karl Waters
COPYWRITER: Rob Cummins, Laura Halpin
ART DIRECTORS: Siofra Murdock, Rafael Ferla
STUDIO DIRECTOR: Andrew McQuillan
SENIOR DESIGNER: Declan Byrne
DIGITAL TEAM LEAD: Neil McShane
DIGITAL DESIGNER: Aislinn Farrell
SENIOR DEVELOPER: Eddie Wong
STRATEGIC PLANNER: Tara Finnegan
CEO: Abi Moran
MANAGING DIRECTOR: Laura Daley
BUSINESS DIRECTOR: Conor Thompson
ACCOUNT DIRECTOR: Zoe Scraggs
SENIOR ACCOUNT MANAGER: Holly Tilson
BROADCAST DIRECTOR: Michael Cummins
SENIOR PRODUCER: Eric Brindley
MEDIA AGENCY: Mediacom
CHIEF CLIENT OFFICER: Simon Kennett
BUSINESS DIRECTOR: Manuel Yoacham
ACCOUNT DIRECTOR: Aisling Baker
PRODUCTION COMPANY: Butter
DIRECTOR: Samuel Abrahams
EXECUTIVE PRODUCER: Michael Duffy
PRODUCER: Melissa Lawlor
PRODUCTION COORDINATOR: Alan Keegan