In a bold move to challenge Coca-Cola’s festive dominance, Lidl has unveiled its own holiday truck journeying across the UK.
Lidl has introduced a 20-metre, 15-tonne festive truck, adorned with its Freeway cola branding, which will embark on a national tour. This initiative presents a playful twist on Coca-Cola’s renowned Christmas truck. Over the span from 14 November to 1 December, the truck will make stops in nine cities, including Dundee, Harrogate, and Nottingham, offering communities a unique festive experience.
During its tour, Lidl’s truck will distribute over 2,000 present boxes, filled with items from its diverse ‘middle aisle’ selection. These giveaways operate on a first-come, first-served basis, adding an element of excitement and urgency to the event. Furthermore, some shoppers are set to receive vouchers offering them £100 off their food purchases, providing significant savings during the holiday period.
Lidl’s initiative is not merely a marketing tactic but also a community engagement strategy. By offering festive food directly from the truck, Lidl acknowledges the importance of connecting with local communities. Joanna Gomer, Lidl GB’s marketing director, expressed the importance of giving back, citing the truck’s journey as a way to reach the heart of communities across the nation.
Meanwhile, Coca-Cola is preparing to disclose the schedule for its own Christmas truck tour later this month. This competitive festive spirit comes on the back of Lidl’s recent release of its 2024 Christmas advertisement, which highlights a commitment to charitable giving. Through a partnership with Neighbourly, Lidl’s toy bank campaign encourages customers to donate new and unopened toys at any Lidl store. These donations will be distributed to local children via a network of charity partners.
In addition to the holiday truck and toy bank initiative, Lidl has committed £125,000 in grants to assist charity partners in hosting festive events. This move underscores Lidl’s broader strategy to positively impact communities while promoting its brand during the holiday season.
Lidl’s festive initiatives, including the tour of their own-brand cola truck, aim to spread holiday joy whilst supporting community engagement. This effort reflects a strategic blend of promotional activity and social responsibility during the festive season.
