Lidl Bakery Gold Card

Twitter trending on Blue Monday with £ZERO media spend

Lidl wanted to engage their audience on Blue Monday, and increase positive sentiment towards the brand. Not easy with every other brand in the world dropping their own <Insert colour here> Monday! campaigns.

Idea: The Lidl Bakery Gold Card

Rather than just telling our audience to “cheer up”, we decided to do something that would actually cheer them up - and few things make the Lidl followers happier than free bakery stash... for an entire year.

Top 5 Twitter trend

Within minutes, #LidlBakeryGoldCard was in the top 5 trending hashtags, without being promoted. Profit on that.

Headlines across the UK

And most importantly - brand love

We knew the prize alone would drive huge engagement, but the client wanted positive sentiment (measured simply by positive comments), and knowing how passionate the audience were about the Lidl bakery, the competition mechanic was simple: comment with your favourite Lidl bakery item. 

The sweet sweet stats

As well as the headlines and Twitter trend, the campaign saw 4 million impressions, over 20,000 entries, 135,000 engagements, and perhaps most importantly, a delicious 80% positive sentiment