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Lidl UK unveils latest ad campaign, putting Jersey Royals in the spotlight



London, midday, Friday 5th May: Lidl UK premiers its latest advert created by TBWA\London tonight, during the ad breaks of Coronation Street and Gogglebox, reaching an estimated 10 million viewers across the UK. 


The creative builds on Lidl’s successful #LidlSurprises activity, continuing to tackle misconceptions about Lidl’s produce by approaching real-life sceptics. The ad directly addresses their concerns, showcasing how the products are sourced, further underlining the retailer’s quality and provenance credentials.


The ad opens with a message from anti-advocate Olivia, claiming that she “…feels like Lidl just call their potatoes Jersey Royals to make them sound fancy”. The audience is then transported to Lidl’s Jersey Royals farm, to meet William Church, who has been working for the Jersey Royal Company for over 15 years. William underlines the authenticity of Lidl’s produce, reminding viewers that the potatoes can’t be called Jersey Royals unless they’re grown in Jersey using the traditional methods.


The campaign highlights how the farmers harvest, hand-plant, and hand-pick all of Lidl’s Jersey Royals from the island, also showcasing Lidl’s strong commitment and care when it comes to its suppliers and produce across the UK.


Claire Farrant, Advertising and Marketing Director at Lidl UK, said: “We are committed to providing our customers with products of the highest quality at the most affordable prices, and seeing comments like Olivia’s, which question our quality credentials, really motivates us to continue celebrating and sharing where our fresh food comes from. 


“All of our Jersey Royal potatoes are grown on Jersey and are harvested using the traditional hand planting and hand lifting methods that give these wonderful vegetables their superior status. We are incredibly proud to support the industry on the island, and are pleased to be able to showcase this through the latest chapter of our #LidlSurprises campaign.”


Dave Owen, Business Director at TBWA, said: “We have been working on the overarching campaign for well over a year now, but even we continue to be surprised by the amazing Lidl product stories. The dedication of Lidl’s suppliers to produce top quality food at consistently low prices continues to impress. The Jersey Royals campaign is another great example of this.”


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