In pictures: Lidl opts for an immersive experience at Christmas preview


Supermarket brand Lidl held its annual Christmas product preview at the Carousel in London on Tuesday (30 June) with the help of event production company Light Motif.

This year, the brand opted for a more immersive approach than in the past, where attendees were led on a journey through the Christmas day dinner. Meanwhile chef Kevin Love was on hand to offer cooking tips and advice. 

Laura Hamlin, PR consultant at Lidl, told Event: "We wanted people to go on a journey through our Christmas products, and so we decided to have each category clearly laid out.

"They started off with canapés and small food, moved on to the key meats which are the mains, onto the fruit and vegetables and seafood, and then to the sweets."

The journey came to an end when attendees were led up a flight of stairs to an outdoor pop-up bar that served cocktails. Wine and spirit tastings were available in the adjoining room. 

While Lidl had offered sampling in previous years, Hamlin said there was more than ever this year. "Ultimately it is the taste of our products that set us apart, and so we want people to try them to know the quality," she said.

The event also featured singers who performed Christmas-themed carols as they moved around the space at random times throughout the day, along with a social media activated photo printer by Social Playground. 

"We briefed all of the team to encourage people to take photos of themselves and of the food as they went around, and to upload them onto Instagram using the hashtags #LidlSurprises and #LidlChristmas," said Hamlin.

"Their images were printed out by the on-site printer, and a member of staff pinned them up on the wall so people could collect them before they left." 

Light Motif won the account in May following a competitive pitch.

More: In pictures: Lidl brings Christmas market to Belfast

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