Folk VML and Lidl Ireland came up with a brilliant solution – interrupting television commercials with a few seconds of big moments from the history of Ladies’ National Football League. The campaign, part of Lidl’s decade-long sponsorship of the Ladies Gaelic Football Association (LGFA), acts as a small taste of what fans are missing by not tuning in.
Lidl: LGFA Highlights Hijack
Hijacking Lidl’s own media channels to bring LGFA to a whole new audience, in a whole new way.
Client
- Lidl
Office
- Dublin
In Ireland, Gaelic Football is huge. But when it comes to the women’s game, media coverage, attendance and visibility lag far behind.
Challenge
Lidl is the main sponsor of Ladies Gaelic Football. And while the partnership had helped to grow the profile of the sport, more needed to be done. In previous years Lidl had focused on highlighting the challenges faced by the players with calls to "Get Behind the Fight" and close the gap in support.
However, a new approach was needed for 2026, one that focused not on the differences between the men’s and women’s games, but what was the same – the innate skill and quality that would appeal to every sports fan in the country.
Idea
If the Irish public would or could not come to the game, then Lidl would bring the game to them. With an idea designed to tackle visibility by hacking something Lidl controlled – their own weekly media placements.
The "Highlights Hijack" for Lidl hijacked a range of media to bring highlights from Ladies Gaelic Football over the years to a new audience in a new way. They interrupted their own price and item TV ads, influencers’ social content and cinema to stop people in their tracks and play out a range of incredible highlights in an unexpected context. These ‘hijacks’ then directed people to the campaign webpage where they could watch more highlights and stream or get tickets to upcoming fixtures.
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