The Great
British Hijack

One of the biggest television shows in the U.K., the Great British Bake-off, was once again about to hit our screens. And this year its sponsors were none other than our arch-rivals — Aldi.

The brief was pitched to the whole agency - How can we steal the thunder from the show’s key sponsor and get everyone talking about Lidl instead? I pitched an idea, that utilised the one thing that sets us apart from our key rival - we actually have a bakery. A beloved one at that.

Going one step above Ed Sheeran’s black card…Fresh from the oven, we produced the Lidl Bakery Gold Card. A must-have reward, entitling the lucky recipient to a year’s supply of bakery goodness.