Lidl, the Germany based supermarket chain came up with a guerrilla marketing campaign and took a jibe at their rival retailers such as Waitrose and Marks & Spencer. The innovative out-of-home poster displayed the familiar creative from the likes of M&S and Waitrose overlaid with an ‘ad’ from Lidl highlighting its cheaper prices eventually promoting itself. A series of OOH billboards have been strategically placed close to rival stores, displaying price difference between trending Christmas products such as Christmas puddings, baklava mince pies, to free-range turkey and gingerbread gin liqueur.