Lidl GB has launched a parody music video starring former EastEnders actor Shaun Williamson (aka Barry), using radio and social media partnerships to build attention ahead of its main Christmas advertising launch.
Created with social agency Coolr and media agency OMD UK, Lidl Christmas Everybody features Williamson on lead vocals, with cameos from Capital presenter Kemi Rodgers, comedian Abi Clarke and football pundit Chris Kamara.
The rollout pairs a coordinated premiere across Global’s music brands with distribution on TikTok, Meta platforms and YouTube Shorts. Social publishers Archbishop of Banterbury and Pubity are also part of the campaign. Rodgers’ cameo connects the video to the radio partnership.
“With Lidl Christmas Everybody, we’ve taken a much-loved festive favourite and given it our own playful twist,” said Jo Eden, senior consultant for social media at Lidl GB.
Adam Clyne, CEO and founder of 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.”
The video continues Lidl GB’s work with Coolr and OMD UK on music-led campaigns, this time using a standalone entertainment piece to get its festive marketing under way before the main ad launches.
