Lidl hedges its World Cup bets

As the World Cup looms, it’s time for brands and retailers to get wildly optimistic over England’s chances of success.

As ever, the most awkward carousing comes from our German discounter friends. England team associate Lidl’s World Cup plan includes “a selection of national flags created from Lidl food”. Tasty! It “will act as contextually relevant content that continues Lidl’s role in the World Cup even if England are knocked out at the group stage,” it adds.

Gotta love them for that ‘even if’’.