England sponsor Lidl rounds out its Russia 2018 activation by celebrating England’s success with special ‘reserved’ car parking signs in the stores closest to the players’ homes.
Local Lidl stores across the UK celebrate several members of the England squad who ‘dreamt big’ this summer by unveiling ‘reserved’ parking spaces to commemorate the team’s tournament efforts.
The campaign, launched on 17 July and developed with agency CSM, sees the Official Supermarket of the England Football Team, paint a reserved parking spot for Jordan Pickford (in his hometown of Washington), for Gareth Southgate (in Crawley) and for Harry Kane (in Chingford).
Christian Härtnagel, the CEO of Lidl UK said: “We’re delighted to be able to show our appreciation to Gareth and the incredible England team by celebrating in their local Lidl. As the Official Supermarket of the England Football Team we have been supporting the players for a number of years and, along with many others, feel very proud of what they’ve achieved.”
Comment:
This end of tournament celebratory car parkinging signage stunt dovetails with Lidl’s core Russia 2018 ‘Dream Big with Lidl’ campaign which linked the supermarket’s backing of the national team with Lidl’s grassroots initiative ‘FA Lidl Skills’ programme (see case study).
Indeed, right through the tournament, Lidl shone a light on the local communities that helped shape the national squad and its stars – including former teachers, coaches and mentors.
This ‘Dream Big’ player story series explored where and how England’s stars – such as Such as Kyle Walker, Marcus Rashford, Jesse Lingard, and Ashley Young – started their football dreams.
While for the final itself the brand ran a simple food based social media fan vote,
Links:
Lidl
https://www.Lidl.co.uk/DreamBig
#DreamBigWithLidl
https://www.youtube.com/user/lidlukofficial
https://plus.google.com/u/1/111042129454622448102/posts
The Football Association:
https://www.facebook.com/EnglandTeam
https://www.youtube.com/user/fatv
CSM Sport & Entertainment
