Hails & Fails – February 20th 2026
From runway-ready supermarket merch to football nostalgia and an unforgettable shopping centre moment, this week was all about big swings, bold stunts and brands backing themselves. Lidl crashed Fashion Week, Cadbury scored with football fans, and JD Sports turned everyday retail into live theatre. Meanwhile, Meta stepped into the legal spotlight as a closely watched court case got underway.
HAILS
Lidl turns its trolley into high fashion
Lidl unveiled its “Trolley Bag”, a high-fashion spin on the supermarket trolley, and it’s exactly the sort of move its fans have come to expect. Created with designer Nik Bentel and launched during London Fashion Week, the piece transforms Lidl’s most recognisable in-store asset into a statement accessory. The brand has built a reputation for leaning into its own identity, and this stunt takes that confidence onto the runway. Deliberate rather than gimmicky, it’s gone viral once again – proof that when Lidl leans into the joke, it wins.
Cadbury and Ian Wright bring back a fan favourite
Cadbury teamed up with Arsenal legend Ian Wright to announce the return of a much-loved chocolate bar, and the pairing just feels right. The campaign taps into real football culture, with Wright front and centre as both fan and icon. His credibility alongside Cadbury’s “Made to Share” positioning makes for a crossover that feels natural, not manufactured, rooted in nostalgia and community rather than celebrity for celebrity’s sake.
JD Sports hosts a 5K inside a shopping centre
JD Sports and Nike transformed the Trafford Centre in Manchester into a 5K course, sending hundreds of runners past shopfronts, escalators and food courts in a full retail takeover. It’s a bold use of physical space that turns everyday browsing into live spectacle. Shoppers stopped, filmed and shared the moment, exactly the kind of organic attention brands crave. In a crowded sportswear market, experiences like this help JD stand apart.
FAIL
Meta faces scrutiny as trial begins
Meta is under renewed attention as a major US court case begins, examining allegations that social media platforms have contributed to harmful and addictive behaviours among young users. The case is ongoing and no conclusions have been reached. However, the scale of the proceedings places the company back under intense public and regulatory scrutiny. Whatever the eventual outcome, the reputational pressure is already significant.
