Ice hockey is THE sport in many countries in which Lidl operates. So the 2015 Ice Hockey World Championship in the Czech Republic was an excellent opportunity to promote sales of the supermarket's range of fan food.
The challenge was in designing the campaign to make it applicable to all European countries, not just one country in particular.
IDEA AND IMPLEMENTATION
Tough and authentic – this is how we wanted the ice hockey campaign to come across. To achieve this aim, we worked with real star players who became the heroes of our communication strategy. The players were photographed and filmed in
various jerseys so that the campaign did not single out any one country in particular. We see players at the heart of the action on the ice to fit in with the slogan of "Power Play Weeks".
The tournament is over and Canada was victorious. Nevertheless, European fans were perfectly prepared to enjoy the World Championship thanks to Lidl's fan food.