Hails & Fails – May 15th 2026
From supermarket nostalgia to loyalty scheme earworms and taboo-breaking honesty, this week’s Hails show brands finding fresh ways to get people talking. Waitrose tapped into TV obsession, Lidl turned a 2000s pop hit into a loyalty push, and Andrex tackled a conversation most brands would run a mile from. But while some brands landed their messaging, Samsung found itself facing unwanted attention after a dispute involving one of the world’s biggest pop stars.
HAILS
Waitrose serves up TV nostalgia
Waitrose has teamed up with Disney to launch a “Noshtalgia” food range inspired by Rivals season two, bringing the glamour and excess of the hit series into the supermarket aisle. From retro party food to indulgent treats, the range plays directly into the show’s aesthetic and growing fanbase. It’s a smart way to extend a TV moment into real life, and another sign that Waitrose is getting increasingly confident at tapping into culture.
Lidl turns Liberty X into a loyalty anthem
Lidl has reworked Liberty X’s Just A Little into “Just A Lidl” as part of its latest Lidl Plus campaign, leaning fully into nostalgia and pop culture silliness. The campaign centres around shoppers chasing loyalty points as if they’re pulling off a heist, complete with the early-2000s soundtrack. It’s knowingly ridiculous, but that’s exactly why it works. Lidl understands that people enjoy brands willing to have a bit of fun with themselves.
Andrex tackles a labour taboo
Andrex has launched a campaign encouraging expectant mothers to “push like you’re pooing”, addressing a reality of childbirth that’s rarely spoken about openly in advertising. The campaign is rooted in genuine advice often given during labour, but frames it in a way designed to cut through embarrassment and stigma. It’s bold, uncomfortable in places, but grounded in a real human truth, which is exactly why people are talking about it.
FAIL
Samsung faces legal dispute with Dua Lipa
Samsung is facing criticism after Dua Lipa launched legal action alleging the company used her image without permission in promotional material. Samsung has denied wrongdoing, and the dispute is ongoing. However, the case has already generated significant headlines and placed the brand under uncomfortable scrutiny. When celebrity partnerships and image rights are involved, even the suggestion of misuse can quickly become a reputational issue.
