{"id":2327,"date":"2024-10-18T15:43:22","date_gmt":"2024-10-18T15:43:22","guid":{"rendered":"https:\/\/dev-gaystarnewscouk.gmg-staging.link\/?p=2327"},"modified":"2024-10-18T15:43:28","modified_gmt":"2024-10-18T15:43:28","slug":"supermarkets-lgbt-camp-lidl-waitrose-just-a-lidl-bit-s-club-7","status":"publish","type":"post","link":"https:\/\/dev-gaystarnewscouk.gmg-staging.link\/index.php\/2024\/10\/18\/supermarkets-lgbt-camp-lidl-waitrose-just-a-lidl-bit-s-club-7\/","title":{"rendered":"Why Are Supermarkets Competing To Be Camp Now?"},"content":{"rendered":"\n<p>A new battle line has been drawn. It\u2019s the rivalry absolutely no one saw coming (and no one really asked for) \u2013 which supermarket chain can release the campiest advert in 2024? First came Lidl, who hired Martine McCutcheon, Diane from The Traitors, Charity Shop Sue and Hunsnet founder Gareth Howells to perform <em>Just A Lidl Bit <\/em>(lol) in front of a green screened mock-up of the grocery store, rolling around in a leopard print covered trolley adorned with a pink feather boa. This was, as Karlie Kloss would say, \u201clooking camp straight in the eye,\u201d although true Lidl heads will know the best way to enjoy such hits as \u201cItalian week\u201d is with those big baskets on wheels that they provide by the entrance. (I actually don\u2019t think I\u2019ve ever seen a true shopping trolley at Lidl.)<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"(Ooh Aah) Just a Lidl Bit\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/iSeQPAAsP_c?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Meanwhile, Waitrose were preparing to drop a new campaign of their own. On October 9th, Waitrose dropped a Jax Jones remix of <em>You\u2019re My Number One<\/em> by S Club, which, like you might imagine, was accompanied by a video of the pop band performing a dance routine in the crisp aisle, before sitting down to a fake banquet, set dressed by John Lewis. This advert also has the craziest camera flipping I\u2019ve seen outside of a horror film, which made me feel very sick. Rachel Stevens and Tina are still serving though!<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"You\u2019re My No.1 | Waitrose\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/3M_l2gPe5x4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>This is by no means the first time the supermarkets have turned to camp as a marketing tool. British huns will remember the Sharon Osbourne advert for Asda (\u201cKeep putting those chippolatas on, Latoya!\u201d) and the Spice Girls running around Tesco hiding from one another while filling their baskets with gifts for their bandmates. Victoria Beckham doing a catwalk strut in 6\u201d heels while pushing a shopping trolley served as inspiration for my own supermarket fashion shows as a precocious 00s child.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"&quot;Sharon Osbourne 1&quot; - Asda\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/iSwu9SRf3v8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\">&#8220;Old, but firm!&#8221; <\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Spice Girls Tesco Commerical\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/7ng47qFbKuE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>The British supermarket, with its horrible luminescent lighting, fluffy grey leopard print slippers, yellow sticker bargains, tacky seasonal theming, and aisles full from top to bottom with neon plastic, is a cathedral to hun culture, and by extension, our British understanding of camp in itself. This is a land without pretension \u2013 even, it seems, if you\u2019re Waitrose.&nbsp;<\/p>\n\n\n\n<p>Whereas the Spice Girls doing Christmas shopping and Sharon Osbourne\u2019s chippolata quips were unintentionally camp (maybe?), this new gen has gone full throttle, slap in your face with it. It\u2019s almost like the marketers know that the people who used to watch those other adverts were impressionable children, now grown millennials with a nostalgia fetish, who spend money on groceries and use social media.<\/p>\n\n\n\n<p>There are only three kinds of people likely to share a <em>supermarket<\/em> <em>advert<\/em>. 1) Racists who take issue with a non-white family being featured round the dinner table, and want to call it &#8220;woke nonsense&#8221;. 2) Mums who cry at John Lewis Christmas adverts. 3). Twitter Gays. As we&#8217;ve not *quite* tipped into mince pie season yet, and group one should be avoided at all costs, Lidl and Waitrose have targeted three. (The use of Diane from The Traitors seems particularly loaded in this regard.)<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Seeing Diane from the Traitors in an advert for Lidl with Martine McCutcheon, Charity Shop Sue and the fella who runs Hunsnet was not on my 2024 bingo card, but here we are <a href=\"https:\/\/t.co\/ul8iRLakVS\">pic.twitter.com\/ul8iRLakVS<\/a><\/p>&mdash; Lynsey James (@LynseyJWrites) <a href=\"https:\/\/twitter.com\/LynseyJWrites\/status\/1843376841069081060?ref_src=twsrc%5Etfw\">October 7, 2024<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">EXTREMELY important Saturday Night Question!<br>Which supermarket, pop star collab advert is the best?<a href=\"https:\/\/twitter.com\/hashtag\/lidl?src=hash&amp;ref_src=twsrc%5Etfw\">#lidl<\/a> with Marteeeene! or <a href=\"https:\/\/twitter.com\/hashtag\/Waitrose?src=hash&amp;ref_src=twsrc%5Etfw\">#Waitrose<\/a> with S Club!<a href=\"https:\/\/t.co\/6pewq6dqbC\">https:\/\/t.co\/6pewq6dqbC<\/a><\/p>&mdash; Pop Gays Of A Certain Age (@PopGays) <a href=\"https:\/\/twitter.com\/PopGays\/status\/1845174844717138397?ref_src=twsrc%5Etfw\">October 12, 2024<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>Ever since the Met Gala sent A-listers into a spin by using \u201ccamp\u201d as a dress theme, this aesthetic of Queer-winking at bad taste has taken on a life and marketing currency of its own. The Unknown from the Glasgow Willy Wonka experience. Maryam Moshiri giving the middle finger during the countdown on BBC News. Kamala Harris and the coconut tree. The LGBTQ+ community sees a f*ck up as not only funny, but something beautiful and shareable in a way that is near incomprehensible to the heterosexual mind. <br><br>Could this just be hollow Pinkwashing or Queerbaiting? Well yes, but it also depends on the context. Lidl put on a WEEKLY THEME of delicious bargains (erm, hello! Gay!), and handed out free tote bags with dried mango at Mighty Hoopla (Bisexual coded). Meanwhile Waitrose\/John Lewis managed to piss off right-wingers earlier in the year by publishing an article for their internal staff magazine offering advice on raising Trans and Non-binary children, and this <a href=\"https:\/\/www.waitrose.com\/ecom\/recipe\/john-whaites-pride-rainbow-cake?srsltid=AfmBOop4hqN2l6cJR5j-9BCEwHS1arnOZ8HHhhPIgPvlWkk82Q6FMafR\">Pride rainbow cake<\/a> recipe looks really delicious. Just look at the Waitrose Abingdon said QUEER RIGHTS!<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-tiktok wp-block-embed-tiktok\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@waitrose_abingdon\/video\/7250495958721547547\" data-video-id=\"7250495958721547547\" data-embed-from=\"oembed\" style=\"max-width:605px; min-width:325px;\"> <section> <a target=\"_blank\" title=\"@waitrose_abingdon\" href=\"https:\/\/www.tiktok.com\/@waitrose_abingdon?refer=embed\">@waitrose_abingdon<\/a> <p>There\u2019s been a Proper Pride Party today!! \ud83c\udff3\ufe0f\u200d\ud83c\udf08 <a title=\"pride\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/pride?refer=embed\">#pride<\/a> <a title=\"pridemonth\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/pridemonth?refer=embed\">#pridemonth<\/a> <a title=\"fyp\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/fyp?refer=embed\">#fyp<\/a> <a title=\"teamwaitrose\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/teamwaitrose?refer=embed\">#teamwaitrose<\/a> <a title=\"waitroseabingdon\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/waitroseabingdon?refer=embed\">#waitroseabingdon<\/a> <a title=\"party\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/party?refer=embed\">#party<\/a> <a title=\"flag\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/flag?refer=embed\">#flag<\/a> <a title=\"rainbow\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/rainbow?refer=embed\">#rainbow<\/a>  @Waitrose &#038; Partners @John Lewis <\/p> <a target=\"_blank\" title=\"\u266c Do It Better - Beachcrimes &#038; Tia Tia\" href=\"https:\/\/www.tiktok.com\/music\/Do-It-Better-7225653666879047682?refer=embed\">\u266c Do It Better &#8211; Beachcrimes &#038; Tia Tia<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>\u201cWhen large brands like supermarkets actively include the LGBTQ+ community in their marketing, it signals corporate endorsement of inclusivity,\u201d says Hayley Knight, founder of PR and marketing agency Be Yellow, and former deputy head of PR for Pride in London. \u201cIt helps reinforce the idea that Queer culture is not only accepted but embraced within mainstream consumer culture\u2026 It helps to normalise diverse expressions of identity in everyday spaces through visibility and representation, and showcases campiness as cultural and self expression, rather than something that is marginalised.\u201d&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-tiktok wp-block-embed-tiktok\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@sapphireashleigh\/video\/7244164811146202395\" data-video-id=\"7244164811146202395\" data-embed-from=\"oembed\" style=\"max-width:605px; min-width:325px;\"> <section> <a target=\"_blank\" title=\"@sapphireashleigh\" href=\"https:\/\/www.tiktok.com\/@sapphireashleigh?refer=embed\">@sapphireashleigh<\/a> <p>Big tesco is gay pass it on xoxox <a title=\"bigtesco\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/bigtesco?refer=embed\">#bigtesco<\/a> <a title=\"bigtescosong\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/bigtescosong?refer=embed\">#bigtescosong<\/a> <a title=\"pridemonth\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/pridemonth?refer=embed\">#pridemonth<\/a> <a title=\"pridemonth2023\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/pridemonth2023?refer=embed\">#pridemonth2023<\/a> <a title=\"comingoutvideo\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/comingoutvideo?refer=embed\">#comingoutvideo<\/a> <a title=\"igbt\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/igbt?refer=embed\">#Igbt<\/a> <a title=\"lesbian\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/lesbian?refer=embed\">#lesbian<\/a> <a title=\"lesbiansoftiktok\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/lesbiansoftiktok?refer=embed\">#lesbiansoftiktok<\/a> <\/p> <a target=\"_blank\" title=\"\u266c Big Tesco - harryphdsmith\" href=\"https:\/\/www.tiktok.com\/music\/Big-Tesco-7050508607124998918?refer=embed\">\u266c Big Tesco &#8211; harryphdsmith<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>I ask Hayley about what this indicates for the kind of demographics the supermarkets are going for. \u201cIt shows us that the supermarkets want to target consumers who are open-minded, and who are progressive towards diversity and inclusion, as well as shoppers who are socially conscious\u2026 We can also suggest that they\u2019re capturing more urban audiences, as well as those from diverse and multicultural backgrounds.\u201d<\/p>\n\n\n\n<p>Which supermarket will be next to release a campy social campaign? Personally, I will not rest until Dani Harmer tells a lump of gammon to bog off in a campaign for Aldi or Morrisons. And you can have that one for free!<\/p>\n\n\n\n<p>Written by <a href=\"https:\/\/www.instagram.com\/iamhelenthomas\/\">@iamhelenthomas<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>There are only three kinds of people who share a supermarket advert. 1) Racists who call non-white people round a dinner table &#8220;woke nonsense&#8221;. 2) People who cry at John Lewis Christmas adverts. 3). Twitter Gays.<\/p>\n","protected":false},"author":4,"featured_media":2330,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9],"tags":[113,44,116,115,21],"class_list":["post-2327","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community","tag-camp","tag-culture","tag-food","tag-groceries","tag-queer"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.5 (Yoast SEO v24.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Are Supermarkets Competing To Be Camp Now? - Gay Star News<\/title>\n<meta name=\"description\" content=\"In the space of a week, both Lidl and Waitrose released adverts with campy nostalgic singers in search of a shareable PR moment.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Are Supermarkets Competing To Be Camp Now?\" \/>\n<meta property=\"og:description\" content=\"In the space of a week, both Lidl and Waitrose released adverts with campy nostalgic singers in search of a shareable PR moment.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.gaystarnews.co.uk\/community\/supermarkets-lgbt-camp-lidl-waitrose-just-a-lidl-bit-s-club-7\" \/>\n<meta property=\"og:site_name\" content=\"Gay Star News\" \/>\n<meta property=\"article:published_time\" content=\"2024-10-18T15:43:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-18T15:43:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/d1wrk42pj731ls.cloudfront.net\/uploads\/2024\/10\/Untitled-design-57.jpg?height=1080&width=1920\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Helen Meriel Thomas\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Helen Meriel Thomas\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.gaystarnews.co.uk\/community\/supermarkets-lgbt-camp-lidl-waitrose-just-a-lidl-bit-s-club-7\",\"url\":\"https:\/\/www.gaystarnews.co.uk\/community\/supermarkets-lgbt-camp-lidl-waitrose-just-a-lidl-bit-s-club-7\",\"name\":\"Why Are Supermarkets Competing To Be Camp Now? 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