“How Brian Blessed helped Lidl sell 17 million mince pies”


Lidl had a mission for Christmas 2017: using social media to bring people together around the Christmas table instead of distracting them from the family celebrations.

So, capitalising on our early access to Facebook’s brand new augmented reality (AR) platform, we launched four festive filters able to be used by three people at the same time and the UK’s first ever Facebook AR game: Emojional Christmas.


By opening the camera within the Facebook app, people could see themselves transformed into a Brussels sprout, a Turkey, a Christmas Pudding or even a Mince Pie – or they could challenge friends and family at Emojional Christmas, the first Facebook AR game where users had to match their facial expressions with the emojis falling on screen.

We brought in the nation’s favourite Santa Claus – the one and only Brian Blessed – to bring our Christmas tech to life and promote it, and used smart media targeting to reach the merriest users with our Lidl Christmas AR magic.

4 MillionEngagements


13,110 HoursTotal dwell time