Leading U.K. food retailer Lidl just unveiled its holiday campaign, taking a page from Coca-Cola's book by unveiling its very own big red Christmas truck.
The campaign brings the grocery chain's own Freeway Cola on the road for "Freeway on the Freeway," aiming to bring joy all across the U.K. through a tour of nine cities.
From November 14 to December 1, the 15-tonne, 20-meter-long truck will give away seasonal food samples, over 2,000 gift boxes filled with Lidl's famous Middle Aisle items, and a chance to win a golden ticket for a shopping spree at Lidl.
In a press release, Lidl UK Marketing Director Joanna Gomer highlighted how the truck gives the brand an avenue to reach out to the communities it serves:
"By touring nine stops across the country, we'll be using our giant truck to hand out present boxes, give away festive food shops and grant wishes that will make dreams come true. Look out for the Freeway truck on its tour and most importantly, come join the fun."
The truck will also be granting a few Christmas wishes (big or small) at every stop along the way.
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Lidl has been ramping up its holiday campaign efforts as of late.
Last week, the brand launched its "A Magical Christmas" spot, featuring a family whose wishes are granted thanks to a magical bell.
Bringing real-life holiday experience to consumers amps up the excitement for Lidl's new campaign.
By utilizing experiential marketing, brands can create memorable experiences for consumers that leave a lasting impression.
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A cheerful 40-second spot opens with a familiar-looking Lidl employee named "Nick" as he prepares to spread some Christmas cheer.
Donning some boots, a festive beanie, and a bright yellow Lidl vest, Nick enlists the help of his fellow Lidl associates to stack up some boxes of gifts.
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As the sun sets, Nick starts up the Freeway Cola truck to get it on the road.
The spot ends with Nick announcing that this year, holidays are "coming in under budget."
Meanwhile, British supermarket chain Asda launched its holiday spot from Havas London last week starring animated talking gnomes.
