Both Lidl and Waitrose have turned to 1990s pop hits and stars dancing in the aisles in new social media ad campaigns.
Lidl has actress and singer Martine McCutcheon performing a cover of Gina G’s ‘Ooh Aah… Just A Little Bit’, while Waitrose has S Club reviving their hit ‘You’re My Number One’.
Lidl’s ad is for its loyalty app, and has McCutcheon singing such lines as “With Lidl Plus, I’m in love, a better app I could never find, you lead the way, and save the day.” The ad also features Hunsnet founder Gareth Howells, Charity Shop Sue of the YouTube comedy series of the same name and Traitors star Diane Carson.
The social-led activity is aiming to create buzz around the Lidl Plus app and seems to be managing it, with over 17 million views across social media since it was posted on Wednesday.
Waitrose’s ad, also posted on YouTube on Wednesday, is for its recently relaunched No.1 range – requiring no change to the lyrics of S Club’s hit of almost the same name. The hit has, however, been treated to a remix by Jax Jones.
S Club members Members Tina Barrett, Jon Lee, Bradley McIntosh, Jo O’Meara and Rachel Stevens dance in Waitrose’s new Finchley Road store in London before sitting down to a table laden with treats from the supermarket’s latest premium range.
“We just had the best time working on this campaign with Waitrose,” said S Club’s O’Meara.
“We all shop there and it’s such a classic British brand, so it felt like a natural partnership from the start. ‘You’re My Number One’ is a song from the first album we ever released in the late ‘90s, so having Jax create this remix all these years later is so special.”
Waitrose customer director Nathan Ansell said: “We really wanted to Reach (for the stars) with S Club, to recreate the iconic ‘You’re My Number One’ 90s hit and it turned out they love Waitrose as much as we do, so it was a real pleasure to redo the whole single with them.
“We can’t wait to see what our customers think about the remix.”
But who did it best?
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