Lidl's 'tribal' Christmas campaign celebrates festive family characters

From the "mince pie maverick" to the "pudding perfectionist", Lidl has launched a Christmas campaign that celebrates the eclectic mix of festive family personas.

Lidl's 'tribal' Christmas campaign celebrates festive family characters

Three versions of the campaign will premiere on TV at 7.45pm this evening (3 November) during ITV's Coronation Street. The campaign will also run across radio and social media throughout November and December.

Eight versions of the film have been created to portray a range of quirky "characters", with tribal behaviours typical of British families at Christmas at the heart of each story, Lidl said. These include the "mince pie maverick", "tipple technician", and "pudding perfectionist".

Advertising agency TBWA/London created the campaign, which highlights the retailer's seasonal products range via the brand slogan 'Every Lidl Thing For Christmas'.

PR is handled by Good Relations, which was appointed by Lidl in September alongside Headland.

Lidl UK advertising and marketing director Claire Farrant said: "Each Christmas 'tribe' is paired with a Lidl product, demonstrating how we are offering everything anybody could want for this Christmas, and always at unbeatable value."

Read next: Argos launches fast-paced Christmas campaign packed with elves, super sleighs and a unique competition for kids 

Lidl's 2016 Christmas campaign - 'Homecoming' - was set to a cover version of Frank Sinatra's 1942 hit song 'Have Yourself a Merry Little Christmas'.

It followed the story of an extended family as they come together under one roof for Christmas. 

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