Lidl is set to make a seasonal statement by launching its own version of the iconic Coca-Cola Christmas truck across the United Kingdom this winter.
The German discount retailer has introduced a 20-metre, 15-tonne truck wrapped in its own-brand Freeway cola label, and it is scheduled to tour nine UK cities from 14 November to 1 December, according to reports from the Independent. This tour marks Lidl’s attempt to mirror and perhaps rival the traditional Coca-Cola festive journey which has become a hallmark of the holiday season.
Throughout this tour, Lidl plans to distribute over 2,000 present boxes featuring items from its ‘middle aisle’ on a first-come, first-served basis. Furthermore, selected shoppers will have the opportunity to enjoy a substantial discount, receiving £100 off their food shopping. Additionally, festive foods will also be distributed from the truck, adding to the holiday cheer.
The cities benefiting from this festive initiative include Dundee, Harrogate, Hull, Nottingham, Wolverhampton, Wrexham, Luton, Bournemouth, and Southampton. The event highlights Lidl’s commitment to engaging with communities, bringing holiday cheer and support during the festive season.
Joanna Gomer, Lidl GB’s marketing director, emphasised the importance of giving back to communities. “Giving back to the communities we serve is really important to us and our exciting new Freeway truck allows us to get right into the heart of them this year,” she stated. The truck tour is not only a means to distribute gifts and festive food but also a way to make “dreams come true” for those participating.
Meanwhile, Coca-Cola has announced that it will release the schedule for its own Christmas truck tour later this month. This coincides with Lidl’s broader festive campaign launched earlier in the year, including its 2024 Christmas advert that highlights a partnership with the charity Neighbourly. From 1 November, Lidl customers have been encouraged to drop off new and unopened toys, games, books, puzzles, and arts and crafts for local distribution via the Neighbourly charity network. The initiative underscores Lidl’s commitment to community support, further bolstered by a £125,000 grant to aid charity partners hosting holiday events nationwide.
Lidl’s innovative approach to the festive season through its Freeway cola truck tour demonstrates its dedication to community engagement and holiday spirit. By launching this initiative, Lidl not only challenges the traditional dominance of Coca-Cola’s holiday campaign but also strengthens its own community ties through significant charitable efforts.
