Joy of Digital Award: Lidl’s 90s nostalgia wins big

Created with OMD UK and social agency Coolr, the 90s revival ad features actor and singer Martine McCutcheon reworking the lyrics to ‘Ooh Aah Just A Lidl Bit’ to showcase the benefits of the Lidl Plus app – with the help of Charity Shop Sue, Diane from Traitors and Gareth Howells, Founder of Hunsnet. 

The celebration of Hun culture - which saw Lidl partner with Hunsnet - has all the ingredients of stand-out shareable social content with takeovers across TikTok, YouTube and Meta, alongside an exclusive appearance on Hits Radio. 

“For a 90’s nostalgist and Martine McCutcheon enthusiast such as myself, this campaign brings a massive smile to my face and puts me right back into the era of B*Witched, chunky Nokia phones and watching Tiffany Mitchell on Eastenders”, says Joy, the IAB’s Chief Digital Cheerleader and Chair of the Joy of Digital Awards. 

“Plus, it’s a great way to drive downloads of the Lidl app and if this doesn't represent the United Kingdom at next year’s Eurovision Song Contest then Ooh Aah, something has gone seriously wrong. Truly iconic. Congratulations to the Lidl team for this hun-tastic, sequin-strewn marvel. Now pass the prosecco...” 

Find out more about the Joy of Digital Award and past winners here.