The TV ad, which was created by advertising agency TBWA\London and aired on Sunday, is part of a fully integrated campaign with support from Lidl's in-house PR and social teams.
#SchoolOfChristmas features lessons that are based on family insights around this time of year, like solving the tricky task of untangling fairy lights, feeding fussy eaters and perfecting the Christmas leftover sandwich. The advert shows members of the public attending Lidl’s real-life pop-up School of Christmas, where they are invited to take part in a variety of classes.
The virtual School of Christmas has been launched today with the supermarket's social agency Cubaka, with extra ‘lessons’ and tips from its chef-in-residence, the Michelin star-awarded Kevin Love, shared on social media.
Cubaka managing director Simon Rutherford said: "We’re using Lidl’s social channels to deliver a weekly 'lesson' that complements the ATL content by entertaining followers and helping busy families prepare for the festive season.
"In addition to using dedicated community management, content for the ‘lessons’ will be distributed using the latest social targeting insights and tools so that we can thoroughly monitor all relevant conversations."
The underlying message of the campaign is to help shoppers understand that the supermarket can offer ‘Every Lidl Thing for Christmas’, from festive parties to roast turkey dinner on the big day and celebrations into the New Year.
Georgina O’Donnell, Lidl head of comms, added: "We wanted to find a way of helping to make this time of year a little more stress free for families. Our hope is that Lidl’s #SchoolofChristmas will do just that. With a splash of humour, our various ‘classes’, featuring across multiple channels, will help shoppers navigate this tricky time of year and get every ‘Lidl’ thing they need for Christmas."