Lidl has released a short teaser for its Christmas campaign in early September, well ahead of the traditional November window.
The spot is light on story and heavy on brand cues: the Lidl blue, the value message, and a knowing nod to the John Lewis format it is positioning against.
The read
Going early is a media strategy as much as a creative one. Impressions are cheaper now, share of voice is easier to win, and the campaign gets more weeks on air for the same idea.