Karmarama: Karmarama and Lidl pull a Christmas cracker in latest OOH campaign

Lidl is taking aim at Marks & Spencer and Waitrose in the final weeks leading up to Christmas with a targeted OOH campaign comparing prices on key items in its luxury line. Throughout the year, the German-discounter usually opts to compare the price of its good to the likes of Asda, Tesco and Sainsbury's. But last Christmas, under the direction of ad agency TBWA, it changed tactics and embarked on a guerilla poster campaign to position itself as a cheaper alternative to Waitrose and Marks & Spencer.And it seems to have proven successful. With new agency Karmarama, it's reprised the cheeky campaign for a second year but has this time opted to take inspiration from a series of old-fashioned cracker jokes. Joe Holt and Luke Ramm, creative directors at Karmarama, said: "Everyone loves a cracker joke at Christmas, so we thought we'd share a few with Lidl's competitors. Turns out there's a bit of a laugh to be had at some of their prices."Building on Lidl's 'A Christmas you Can Believe In' the campaign will stoke supermarket rivalries with poster sites carefully selected close to branches of Marks & Spencer and Waitrose for maximum impact.