Inter-brand criticism is rare at Christmas, where a truce generally breaks out as brands emphasise the positive. But Lidl takes at least a mild pot-shot at its supermarket rivals, with an ad criticising the unreal fantasy Christmases they offer, and promoting Christmas as it really is. It’s an authenticity play that suits the price-driven retailer well, even if it doesn’t score quite as strongly as some of those fantasy rivals.Back To All
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