Save Another Way (…the Lidl Way)

The Coolr Effect

– 42.9M people reached across TikTok & Meta 
– 67.9M impressions across TikTok & Meta
– 118K likes & comments
– Positive sentiment uplift across all social channels 
– Campaign magazine’s  “Ad of the Day”

The Story

Christmas is the most competitive moment of the retail calendar with brands fighting each other across traditional media for space and attention. So we decided to change the game – by creating a social-first campaign to reach the masses.

To cut through the clutter we developed an idea that tapped into the UK’s shared cultural nostalgia using E17’s iconic Xmas track. Stay Another Way became… Save Another Way!

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

Collaborating with and featuring the original song writer Tony Mortimer brought 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 a cultural moment, made for feeds.

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

The Takeaway

– Nostalgia is a powerful tool when used correctly
– Entertainment earns attention
– E17 are still British icons!