Award-winning supermarket Lidl have taken swipe at one of the biggest names in Scotch whisky and their latest ad campaign.
Glenmorangie recently launched a high profile series of ads starring Hollywood-hero Harrison Ford. The series of short films showcase the Star Wars actor donning a kilt and strolling round the Highlands, all while enjoying drams of Glenmorangie single malt.
Lidl used Glenmorangie’s campaign as a template to celebrate their own recent whisky wins. The Germany-based supermarket were awarded Gold and Category Winner in the World Whisky Awards 2025 for their Ben Bracken Islay Single Malt.
The tongue-in-cheek photoshoot features Lidl’s own “dating silver fox” enjoying Ben Bracken among the rolling hills of the Highlands. It’s near perfect parody of Ford’s photoshoot for Glenmorangie, mirroring everything from the model’s stance with bottle in hand to the sun breaking through the clouds in the distance.
Accompanying the picture is the tagline ‘Is that…Harrison Af(Ford)able?’, highlighting Ben Bracken’s relatively low retail price compared to other brands.
A spokesman for Lidl added that Ben Bracken’s "aromas of tangy sea spray, bonfire smoke, salted bananas and baked apples [are] fit for a Hollywood palette”.
While Lidl parodying the Ford-fronted campaign is fun and lighthearted, it’s not the first time the ads have entered the firing line since their launch. Recently, some businesses criticised the campaign for featuring a kilt produced by an English streetwear firm rather than traditional Scottish kilt makers.
For the full story on Glenmorangie’s collaboration with Harrison Ford, check out our recent article “Harrison Ford, The New Face of Highland Whisky.”
