S Club and Martine McCutcheon continue the irresistible 90s allure

Lidl and Waitrose have both succumbed to the omnipresent allure of 90s nostalgia, proving irreverence is in, no matter where you shop on the food store spectrum.

Martine McCutcheon has enjoyed a welcome reception to her latest outing, teaming up with Lidl for a new ad campaign featuring a cover of Gina G’s ‘Just a Little Bit’. And it seems partnerships with supermarkets are becoming a trend among familiar faces from the 90s.

McCutheon’s offering came as S Club became the latest group to join in, collaborating with Waitrose for a lively new campaign.

S Club’s ad, with creative by Wonderhood Studios, features a remixed version of their 1999 hit ‘You're My Number One’ by Jax Jones, as the group dances through Waitrose aisles in a vibrant, fun-filled video.

The members—Rachel Stevens, Jo O'Meara, Tina Barrett, Bradley McIntosh, and Jon Lee—are seen enjoying themselves, indulging in pastries, while pushing Jon around in a trolley. The playful atmosphere continues as they discover a rainforest-like section of the supermarket, leading to a banquet table filled with Waitrose delicacies.

The ad celebrates Waitrose's relaunch of its No.1 range, with S Club’s nostalgic hit matching the campaign's theme. The nostalgic feel and vibrant energy matched McCutcheon’s camp offering.

Martine magic

In her Lidl ad, a collaboration between Coolr, ODN and Drum, the fun, throwaway nature of McCutheon’s cover of a 90s classic wasn’t lost on the team.

Jo Eden, senior consultant for social media at Lidl GB said: “It’s easy to overthink a campaign, but the right team can really champion an idea to make sure there's no sacrifice of the creative or loss of joy. In this campaign, we went all in and I’m so proud of the launch today.”

So, it seems cringe and camp are all part of the masterplan when it comes to coaxing supermarket sales. 

Well, just a little bit, at least.