Shaun Williamson leads a cast of familiar faces in Lidl GB’s Christmas music video extravaganza from Coolr and OMD UK

Lidl GB launches social-first campaign with Coolr and OMD UK to bring a combination of nostalgia, comedy and celebrity talent

Lidl GB is kicking off the festive season with a new social-first campaign created in partnership with social agency, Coolr and media agency OMD UK. Titled ‘Lidl Christmas Everybody’, the playful, star-studded parody music video brings together a host of familiar British faces to deliver some extra Christmas cheer to shoppers across the nation.

At the heart of the campaign is actor and entertainer Shaun ‘Barry from Eastenders’ Williamson, who takes centre stage in the music video and lends his vocals to the festive track. Using humour, nostalgia and a much-loved Christmas classic, he puts a playful spin on the supermarket’s festive marketing, to capture attention and drive brand love ahead of Lidl’s official Christmas advertising launch. The campaign also includes Capital radio DJ Kemi Rodgers, comedian and Strictly spin-off host Abi Clarke, and football pundit and national treasure Chris Kamara, who all make cameo appearances.

With the battle for Christmas attention more competitive than ever, Lidl GB, Coolr & OMD UK have taken a social-first approach to festive storytelling, creating a culturally relevant moment designed to entertain audiences, spark conversation and help Lidl GB stand out.

To get it out there, OMD UK blended craft and creativity to build a campaign with singability at its heart.

To turn a media moment into a proper earworm, a coordinated premiere moment to drop the re-imagined track across all Global music brands, at the same time. A cameo from Capital DJ Kemi in the video will add a playful nod to the partnership, while social partnerships with the iconic Archbishop of Banterbury and Pubity will push the campaign’s reach further still. The wider campaign will roll out across TikTok, Meta and Youtube Shorts.

The campaign builds on Coolr and OMD UK’s track record of working together to create entertaining, high-impact, music-led content for Lidl GB. Continuing this successful creative formula, ‘Lidl Christmas Everybody’ combines a familiar festive anthem with a cast of British personalities to deliver a campaign that feels unmistakably Lidl.

Adam Clyne, CEO and Founder at Coolr, said: “Christmas is such a competitive time for supermarket advertising so we really wanted to create something that would genuinely cut through the noise. Lidl GB’s social campaigns have always had a brilliant sense of humour and this campaign gives us the opportunity to lean into that with a nostalgic festive anthem, an incredible cast and a healthy dose of silliness.”

Jo Eden, Senior Consultant for Social Media at Lidl GB, said: “With Lidl Christmas Everybody, we’ve taken a much-loved festive favourite and given it our own playful twist. Christmas is all about bringing people together, having fun and celebrating the little things that make the season special. Working with Coolr, we wanted to create something that feels distinctly British, distinctly festive and most importantly, distinctly Lidl.”

Suzy Ryder, CEO at OMD UK said: “Together with Lidl GB, we’re always looking for opportunities to show up in culture in ways audiences don’t expect and, ultimately, make people smile. Working with Lidl GB and Coolr for ‘Lidl Christmas Everybody’, we wanted to create a media strategy that would help Lidl stand out and get people talking during the festive season. By combining high-impact social placements, creator-led content and radio, we’re bringing some extra festive fun to audiences, and we hope it puts a smile on people’s faces.”

Source: OMD UK

  Advertising, Campaign, Christmas, Coolr, Lidl, Lidl UK, Marketing, OMD, OMD UK, Shaun Williamson, UK