‘Lidl by Lidl’, the Oasis creative that was meant to be

After rounding up a bunch of ‘Oasis creative’ just days ago, another must see addition to the genre has emerged, as Lidl gets involved with an irresistible reference to the band’s popular track ‘Little by Little’.

Our regular writer Gemma Moroney just missed this little (‘Lidl’?) gem in her roundup last week. 

Creative PR agency, The Romans, and client partner, Lidl, launched their latest campaign to mark one of the most highly anticipated music reunions of the decade.

That’s right, ‘Lidl by Lidl’ is a jacket inspired by Oasis that gives fans and social media junkies the jacket they were crying out for in response to Liam Gallagher’s Berghaus campaign.

The launch was unveiled via a 30ft ‘wonderwall’ in the Gallagher boys’ hometown just outside Manchester’s Etihad Stadium: a site that may be familiar to some beady-eyed streetwear ‘Stans’ who may recognise the inspiration for the mural.

Britpop and Lidl fans alike can get their hands on the Lidl jacket for just £30 to celebrate 30 years of Lidl (until 10am Wednesday 9th July). Lidl is donating all profits from the jacket launch to its charity partner, the NSPCC.

The jacket, complete with a ‘Lidl by Lidl’ badge on the sleeve, features two built-in drink cooling pockets 'to stop roadies getting warm’. The zipper, meanwhile, doubles as a bottle opener. It even comes with a tambourine ‘for spontaneous jam sessions’.

The release, in time for the tour, is the latest in a string of comedic interactions between Lidl and Oasis frontman, Liam Gallagher. Liam and the supermarket sent social media into meltdown after he posted that he would “Gig at Lidl” amid uncertainties around his Co-op Live arena shows, leading the supermarket to commemorate the gig that ‘almost was’ with a blue plaque at its Newton Heath store.

Then, last year, fans set the internet alight poking fun at a Berghaus campaign that starred the singer wearing a jacket suspiciously similar to its brand colours - asking if it was a “collaboration with Lidl?” and others commenting “Lidl by Lidl!”: a reference, of course, to the Oasis track ‘Little by Little’.

Jordan Kavanagh, creative director at The Romans, said: “What better way to celebrate one of the biggest reunions in music and cultural history by finally giving the people what they’d been crying out for on social for as long as we can remember. We’re going to see so many brands jump on this reunion, but with all the Lidl x Liam history, we felt like we were primed to make this one of the best unofficial collabs of the summer. Mad for it.”

Our take

Hats off to this little piece of marketing magic, which is surprisingly layered in its execution.

The pun is irresistible, sure, but it’s played off fairly subtly, in that the jacket works on its own regardless of the context. Then there’s the ‘Berghaus jacket’ reference, which is more of a deep dive into Oasis fandom. Meanwhile, the fact that the jacket has been thought through practically for gig-use is a nice touch that gives the campaign a sense of longevity and 'fan service'.

Lastly, all the proceeds go to charity, and the price is pretty damn reasonable anyway. So stop crying your heart out, haters.