Lidl’s Highlights Hijack brings moments of greatness from Ladies Gaelic Football to new audiences with Folk VML

Building on a decade of LGFA sponsorship, Lidl Ireland’s Highlights Hijack campaign will replay brilliant moments from the history of the game in an unexpected way. Created with Folk VML, Lidl will hijack familiar media spaces with iconic LGFA highlights that audiences may have otherwise have missed – because greatness deserves to be seen. The campaign will act as a taster of the greatness to come at this year’s Lidl Ladies’ National Football League.

Highlights Hijack runs across TVC and social, kicking off with a number of TV ads being hijacked with LGFA footage from Tuesday 20th, while a line-up of influencers are set to have their own online content hijacked by the highlights, amplifying and celebrating the LGFA, its players and its history.

Karl Waters, Chief Creative Officer at Folk VML, said: “It’s only when people watch an LGFA match do they realise how great it is. The aim of this campaign is to get the sport in front of more eyes than ever before, so people can see just that. When Lidl say Serious Support for the LGFA they really mean it.”

Fiona Fagan, Marketing Director at Lidl Ireland, said: “Over the past 10 years, we’ve been lucky enough to witness countless LGFA highlights from the stands. With our new campaign, we want to bring just some of these moments of brilliance to a wider audience. It’s part of our ongoing push for people to get behind the fight and fill every seat. We are eager for the wider public to experience future moments of greatness for themselves.”

Folk VML leads creative. WPP manages media. 

The campaign runs nationwide from January 20^th across TVC & Social.

Source: Folk VML

  Advertising, Campaign, Folk VML, LGFA, Lidl, Lidl Ireland, Marketing, VML