Save Another Way… The Lidl Way

The Coolr Effect

• 42.9M people reached across TikTok & Meta (25% above expectation)
• 67.9M impressions across TikTok & Meta
• 118K likes & comments
• Positive sentiment uplift across all social channels in Q4 vs Q3
• Campaign magazine’s “Ad of the Day”

The Story

Christmas is the most competitive moment of the retail calendar, with brands creating bigger and bolder TV ads every year to win.

So we decided to change the game – by creating a social-first campaign to reach the masses.

To cut through the clutter, we developed a programme that tapped into the UK’s shared cultural nostalgia… using E17’s iconic Xmas track.

Stay another way became… Save another way!

Rewriting and parodying one of the UK’s most iconic festive songs and music videos, we delivered a bold, thumb-stopping moment designed for social.

We collaborated with the original songwriter, Tony Mortimer (East 17), bringing authenticity and familiarity, while playful lyrics and festive visuals showcased the value of the Lidl Plus app alongside seasonal favourites including mince pies and panettone.

This wasn’t a TV ad repurposed for social. It was culture, made for feeds.

Lidl didn’t just show people how to save – they had them singing along!

The Takeaway

• Nostalgia cuts through clutter
• Entertainment earns attention
• E17 are British icons