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Special Project

Special Project
From the 16th Annual Shorty Awards

Save Another Way (...the Lidl Way)

Bronze Honor in Retail & E-Commerce, Brand Awareness Campaign


Christmas is a crucial period for supermarkets, resulting in a huge fight for salience and hitting top of mind. Lidl wanted to stand out from the crowd with a culturally relevant, nostalgia-filled, humour-led social campaign to drive brand fame. 

To achieve this, Lidl partnered with ex-East 17 legend Tony Mortimer to reimagine the Christmas hit “Stay Another Day” and its iconic video with a Lidl Plus spin. Wearing his famous white puffer jacket, Tony sings an ode to Lidl’s Christmas range and the great value of the Lidl Plus app: ‘Save Another Way...The Lidl Way.” 


Strategy and Execution


Not only did the shorter form video exceed reach results on TikTok and Meta, but the content was engaging enough to drive 977k clicks to watch the full video too! Social sentiment has been overwhelmingly positive, with fans loving the references to the original music video and Tony’s sense of humour in playing along with the parody. And it’s not just consumers who love it – the campaign was awarded Campaign’s Ad of the Day! 

Paid Media (for internal use only): *see below in confidential information.

Earned Media: 

- TikTok Viral Top 10 song 

- Campaign Magazine's Ad of the Day

- PR Week's Best Campaign In December

Ad scored 3.3 stars on System1’s Test Your Ad digital platform, exceeding digital norms for emotional engagement.


Video for Save Another Way (...the Lidl Way)

Entrant Company / Organization Name

Coolr, Lidl


Entry Credits