Lidl VS #EltonJohnLewis

BRIEF: Adapt the Christmas ATL campaign “Lidl Christmas Updates” into social.

CONTEXT: At Christmas, the spotlight belongs to big-budget emotional blockbusters, especially from John Lewis. Meanwhile, Lidl customers are loud and loyal all year round, but at Christmas, they go quiet.

IDEA: We set out to upgrade Christmas for someone who deserved it, nominated by Lidl’s own customers on Twitter.

Then culture handed us something better. Lidl sold a keyboard for £89.99. John Lewis sold the same for 60 more during its Elton campaign. We reacted. John Lewis lowered the price of the keyboard.

RESULTS: 9,370 retweets and 26.5k likes on the single tweet

John Lewis publicly replied the same day ("It's a Lidl bit cheaper 👀🎹") — turning it into a two-way exchange that kept it trending.

Hundreds of Lidl fans commenting in response

Earned press across national and trade media, The Guardian, The Sun, The Grocer, Creative Bloq, Digital Spy and international coverage (Creative Bloq later ranked it among the best-ever brand digs at a competitor)

The keyboard sold out long before Christmas