Lidl, the popular German discount supermarket, is launching its own tongue-in-cheek Christmas truck tour this winter, mirroring the well-established Coca-Cola Christmas truck campaign. A 20-metre, 15-tonne red truck, emblazoned with Lidlâs own-brand Freeway cola, will visit nine UK cities between 14th November and 1st December. This marks Lidl's first foray into a nationwide Christmas truck tour, a bold move challenging the festive dominance of established brands.
The tour isn't just about festive branding; it's a customer engagement initiative. At each stop, pop-up events will distribute over 2,000 gift boxes filled with surprise items from Lidlâs famously eclectic âmiddle aisle,â known for its unexpected and often quirky product range. These gifts will be distributed on a first-come, first-served basis, adding an element of excitement and anticipation for shoppers.
Beyond the gift boxes, Lidl will also be offering further festive cheer. A lucky few will receive £100 worth of Lidl groceries, while all attendees will be treated to festive food samples. The tour promises a fun and engaging experience, aligning with Lidl's reputation for offering value and providing a unique shopping experience.
The chosen locations for the festive stops include a diverse range of towns and cities across the UK: Dundee, Harrogate, Hull, Nottingham, Wolverhampton, Wrexham, Luton, Bournemouth and Southampton. This geographical spread aims to reach a broad customer base and generate significant local interest.
This festive initiative comes on the heels of Lidlâs recent expansion strategy. Earlier this month, the retailer announced plans to open ten new stores before Christmas, creating approximately 400 jobs and extending its reach to thousands more households. These new locations include Berwick Green (Bristol), Bovey Tracey (Devon), Stirchley (Birmingham), and three in London (Hoxton, Forest Gate, and Caterham). Further additions include the reopening of relocated or refurbished stores in Chessington and Dagenham (London), and Connahâs Quay (Wales).
This expansion reflects Lidl's ambitious growth plan. With approximately 960 stores currently operating, Lidl aims to surpass 1,100 across England, Scotland, and Wales. The retailer has also recently completed a £70 million leaseback deal involving the sale of twelve newly constructed stores. These developments cement Lidlâs position as a major player in the UK grocery market, currently holding an 8.1% market share â placing it just behind Morrisons and ahead of its German rival, Aldi.
Lidl's Christmas truck tour serves as a highly visible component of its broader strategy to increase brand awareness and solidify its market position, particularly during the crucial Christmas shopping period. The playful counterpoint to the established Coca-Cola truck campaign cleverly positions Lidl as a vibrant and engaging alternative for festive shoppers. While the precise schedule for the Coca-Cola truck tour is yet to be released, Lidl's initiative is already generating considerable buzz and anticipation.
